Dries Van Noten's Spring 2023 Denim Campaign Is Here
Dries van Noten is known for his elegant and timeless designs, but the brand's latest campaign feels surprisingly modern—with a slick look at the designer’s new denim capsule for Spring 2023. The campaign was shot by photographer Sarah Piantadosi.
At Dries Van Noten, they've always been fascinated with the way light and color can interact on fabric.
When they began experimenting with bleach dipping and exploring how it could be used to create unique gradations of colour, it wasn't just a passing fad—it was a medium for them to explore Jef Verheyen's work.
Verheyen was an abstract painter who died in 1984. He was known for his use of saturated shades that transformed abruptly into contrasting tones on the same fabric. The new denim capsule range expands the original design from 2011 into a series of dynamic, casual pieces for today, applying the artisanal bleach dipping technique to a concise range of workwear-influenced staples.
The campaign takes a mostly straightforward approach to capturing the collection, focusing on the visual effect of the bleach process itself while responding to it with subtle visual distortion. The portraits of models América González and Raffaele Giolli seem to be taken as if they are standing behind a pane of glass, which fogs up or reflects light, creating a subtle yet evocative sense of the fluidity of sight and colour.
The collection itself is a sensual combination of colour, texture and form that is unmistakably Dries Van Noten in its execution.
It's very rare for Dries van Noten to release something that might be called an ad campaign, as the brand practically doesn't advertise at all, instead opting to use its runway shows to form almost all of its communications. While the brand does have an Instagram presence, it almost entirely features runway and lookbook imagery. While this campaign could be said to mostly feel like a lookbook, its more campaign-y feel is probably due to the brand’s partnership with Ssense, which will be the only platform or retailer other than Dries’ own website and stores where the capsule is available for sale.
We love how this lookbook feels like a campaign—it's got all the elements of one!
Dries Van Noten Creative Director | Dries Van Noten
Photographer | Sarah Piantadosi
Models | Raffaele Giolli and América González
Stylist | Léopold Duchemin
Production | Artistry Global
Casting Director | Piergiorgio Del Moro
Hair Stylist | Gary Gill
Makeup Artist | Masae Ito
