Johan Lindeberg has launched a new BLK DNM line and backed it by a short film. Martin de Thurah has created the film. It is not the usual fluffy and beautiful film that fashion films tend to be. Martin’s film for Johan is an odd mix of glossy and gritty, artsy and artful. The actors featured in the film are Iva Gocheva, Bogdan Kwiatkowski and Kate Lyn Sheil. And the film looks different than other similar films primarily because the clothing showcased in the film are normal.
The new line does not feature outlandish costumes. They are normal wool and denim clothing with some leather details. They are normal clothing for day to day wear and not something you wear for effect. Johan has talked about his new line and the film to Nowness. He says that the film has been inspired by his own relationships and the clothes too reflect his own preferences and that’s why they are simple but at the same time, the minimalism is chic.
The women’s line follows the same trend with a tomboyish feel but mixed with a chilly Northern European sparseness. Lindeberg, with his experience as the CEO of Diesel and creator of J. Lindeberg, has decided to shake things up a bit with this brand. The flagship store will be online and the physical stores will be housed in Galleries. The design process will actually take place there, something like the fashion version of open kitchen. The shopping on the site also creates a different feel as every item gets displayed through a mini movie.