Dallas—Is fashion art? Yes indeed if you take a look at Neiman Marcus’ latest The Art of Fashion. The campaign, photographed by Andreas Sjödin includes 26 images of innovative fashion and will appear in the March edition of the Neiman Marcus publication, the book. Versions will also run in the March issues of Harper’s Bazaar, Vogue and Vanity Fair.
‘An Element of Surprise’
Sjödin was raised in the suburbs of Stockholm. He spent his first 10 years working as an art director on ad campaigns for international fashion companies. “During that time, I got to work with all the important photographers, the most important being Richard Avedon,” he says. “Working with him, I realized, Wow, there is an even better job in this industry than art director and that is being a photographer! The energy and passion he had, even at 75, was like a child. I wanted to be like that.”
“Andreas Sjödin isn’t interested in just beauty,” says Eddie Nunns, vice president of Neiman Marcus Brand Creative. “Each photograph must contain an element of surprise – something that will captivate the viewer.” Other notable photographers of The Art of Fashion campaign have included Richard Avedon, Arthur Elgort, Helmut Newton, Annie Leibovitz, Lillian Bassman and Paolo Roversi.
The Art of Fashion was a revolutionary step for a retailer, as the campaign was designed to feature cutting-edge fashion and provocative photography. Designer merchandise featured for Spring 2014 includes: Akris, Alexander McQueen, Azzedine Alaïa, Burberry Prorsum, Chanel, Christian Louboutin, Dior, Dolce & Gabbana, Emilio Pucci, Gucci, Jil Sander, Lanvin Paris, Manolo Blahnik, Mary Katrantzou, Nina Ricci, Oscar de la Renta, Peter Pilotto, Proenza Schouler, Ralph Lauren Collection, Saint Laurent, Stella McCartney, The Row, Tom Ford and Valentino.