Don’t know about you ladies, but surely, when buying a pair of jeans, although there might be a few factors affecting the purchase the most important one is – what does my bum look like in these? AND the answer to that, if you’re going to part with your cash is; ‘nice and pert and defined, and hopefully smaller than in other trousers’.
Et voila! Uber cool denim brand BLK DNM is well aware of the fact. So much so, that they’ve not only hired one or two of the finest bots in the bizness (step forward Lady Gisele Bunchen) BUT! They’ve got legendary fashion photographer Johan Lindeberg – who’s approach to the too-cool-for-school campaign has been somewhat, err, arse-centric.
The new poster series launched on the streets of NY yesterday, which BLK DNM celebrated with a private viewing of the new campaign this week.
Apparently, fact fans, the photographer, Johan Lindeberg’s images are never retouched in order to better capture the natural beauty of Johan’s muse – women that inspire him and 'who are strong and independent'. Indeed.
BLK DNM are being stocked at Selfridges for the first time as part of the Denim Studio launch – but also stocked at Matches and Browns – so get involved. No one can guarantee that your posterior will look QUITE as good as Gisele’s – but, as your mum might have used to say; life’s not fair is it?