GIRLS ON FILM: For last year’s launch of Fashion’s Night Out, Anna Wintour drummed up a bevy of New York designers for the public service announcement, and had them filmed against a white studio backdrop. This time around, the mandate was to take the PSA to the streets of New York, with top models navigating the five boroughs wearing designer party dresses and the official Fashion’s Night Out T-shirt, which benefits the New York City AIDS fund.
Trey Laird of Laird + Partners developed the segment, and Peter Lindbergh, who recently returned to Vogue after years working for Harper’s Bazaar, filmed models Karlie Kloss, Caroline Trentini, Doutzen Kroes, Liya Kebede, Karolina Kurkova, Lara Stone, Miranda Kerr, Abbey Lee Kershaw, Joan Smalls, Chanel Iman, Stella Tennant, Lily Donaldson, Sasha Pivovarova and Jourdan Dunn. “This year, it was really about fashion hitting the streets,” Laird told WWD. “It was important that all of New York City was represented.”
The models were filmed across the city over two days at such locations as PS 1 in Long Island City, the Bronx Zoo, Central Park and Lincoln Center, the new home of Mercedes-Benz Fashion Week. David Bowie gave permission to use his 1980 hit “Fashion” for the soundtrack, after Laird asked Bowie’s wife, Iman, when the two were working together on the 2010 CFDA Fashion Awards Journal.
The 30-, 15- and 10-second spots launch on network TV, in taxi cabs and online today, and from Sept. 3 to 10 will be shown nine times an hour on the Toshiba screen in Times Square. — Marc Karimzadeh