Wednesday, 20 February 2013

Denim and Derrières x BLK DNM

"A woman on a motorcycle connotes independence. She's not behind her boyfriend. She is riding by herself, in control of her own journey. Frankie Rayder has that strength that I look for." Johan Lindeberg (2013)

Victoria's Secret model Frankie Rayder is the latest star of BLK DNM's denim campaign, or rather, her bottom is the star, as it perches atop a motorbike clad in a pair of the label's 22 jeans. 
Founder and designer Johan Lindeberg obviously has a thing about derrières, as model Caroline de Maigret was also spotted from behind, bent over a metal barrier wearing a pair of 22s - the image confirms that her bottom was most definitely made for skintight denim.

All Images © Johan Lindeberg, BLK DNM

Bottoms aside, Rayder's campaign follows the brand's usual guerilla marketing vibe which for the past 5 season's has seen ad campaign images fly-posted up on walls and the sides of buildings among all the other fading remnants of inner-city promotional literature  - Lindenberg was inspired for the idea by political protest posters seen during the 1960s and '70s in his native Sweden. 

All shot by Lindeberg himself, the brand's campaign visuals also follow a similar aesthetic - that the women who appear in them are usually facing away from the viewer, "It's a woman who has strength", says Lindeberg. "Instead of facing you, they are going their own way."

If you follow me on Twitter / Instagram, you'll know that I've developed a small obsession with BLK DNM (read: HUGE obsession), particularly the biker jackets, which all just scream 'Buy Me Now!!'. Check out the SS13 look book HERE.


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