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Jonathan Saunders unveils debut DvF campaign

Jonathan Saunders unveils debut DvF campaign

Jonathan Saunders took inspiration from New York City for his debut Diane von Furstenberg campaign.

The Scottish designer joined the label as chief creative officer last May (16) and has since focused on revamping the iconic brand, which was founded by Furstenberg back in 1972.

In keeping with DvF's roots, Saunders took to the Big Apple to shoot his first-ever advertisements for the fashion house, with photographer Oliver Hadlee Pearch behind the camera while Camille Bidault-Waddington styled models Luna Bijl, Yoon Young Bae, Angok Mayen and Cara Taylor.

"New York is this brand's home. Yes, it's international, yes, travel is so important to this brand, but New York is its home," Saunders told Refinery29 of the fall 17 campaign. "New York has always been an inspiration to me. 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."

Saunders chose locations such as Liberty Island, Harlem and Tompkins Square Park to showcase his designs, with pieces including a leopard print wrap dress, colourful faux fur jackets and patterned skirts and blouses.

The fashion expert has also unveiled a video to accompany the photos, showing the models strutting around the city in their stand-out clothing while interacting with the public. Throughout the footage the words of Rachel Kang's poetry can be heard spoken out loud, with the concluding line, "For what I dare to dream is the woman I will become."

"The poem talks about being a woman, and our girl is creatively inspired by what's around her," Saunders explained. "She likes to express herself through her clothes and it is about this girl being totally free."

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