It has been more than a year since Diane von Furstenberg entrusted her iconic design house to Scottish designer Jonathan Saunders.
Saunders, who previously created prints for Alexander McQueen and Pucci, has just launched his first ad campaign for DVF.
Photographer Oliver Hadlee Pearch captured models clad in leopard wrap dresses, bright fur coats and kooky-printed maxi dresses as they gather around Brownstone stoops, sit on park benches, hail cabs and sip coffee.
Though he hails from the U.K., Saunders said he wanted to inject DVF’s New York roots into the presentation.
“I’ve always been inspired by the time in New York in the ‘70s where Andy Warhol, Keith Haring, Robert Mapplethorpe, Patti Smith, all these incredibly cool, incredibly creative people made such beautiful and extensive bodies of work within this city,” he told Refinery29.
A spread of models doing everyday New-Yorker things and interacting with streetwalkers is a far cry from the brand’s old campaigns, which featured head shots of pretty supermodels.
The colorful garments still embody the classic DVF woman, while Saunders’ creative direction brings a new fun loving, inclusive vibe to the brand.
“I don’t see this brand as an elitist brand, it can still appreciate a designer hand and it can still be beautifully executed and aspirational without being snobbish,” he said. “That’s what this brand, this city means to me.”