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Product runway ioda houston4/24/2023 ![]() WWD: How has advertising changed since you started doing ad campaigns for fashion brands? That led to so many opportunities outside of fashion. That first 15 years of working in the fashion industry and kind of being recognized as the “go-to guy” for second lines - B by Byblos, A Line for Anne Klein, DKNY, Emanuel for Emanuel Ungaro. What happened was the rest of the world, whether it be Samsung or anyone else, everyone wanted to be in fashion. Dawn hired us to do the 300 line ads on Sunday…it was my first fashion work. P.A.: Dawn Mello saw my David Hockney book in the window of Rizzoli and was interested in doing a book on the history of Bergdorf Goodman. WWD: How did you get your start in fashion advertising? We knew that that customer, who we referred to as “caviar,” also loved pizza. The strategy, which was so important, was when we presented the other side of the same woman. Donna had hit a certain ceiling on the volume of Donna Karan New York, and there was a huge opportunity to look at the other side. ![]() You have things like DKNY, where clearly the challenge was a business challenge. Reebok was holding Reebok back, the name. With Reebok, we took the vowels out and created Rbk because of the need to really illustrate a hip, cool, fast-paced evolution of Reebok. If it was Donna, we were great students of her, a culture she was creating from Seven Easy Pieces. When they were new companies, we went into the culture of the people who were designing it. These people are incredible historians of fashion brand culture. What we’ve learned from people like Karl Lagerfeld when he took over Chanel and the early days in trying to bring the brand forward and bring relevance to it - he was able to go into the archives and the history and be a great student of that history in order to know how to bring it into the future, like Tom Ford did at YSL and Gucci. A big part of it is we do really good homework here. That’s why it enabled me to do so many of these brands for so many years, whether it’s McDonald’s, or Donna Karan, or Chanel, or Banana Republic, it’s all different. P.A.: There are a lot of people in the market who have a style. WWD: Do your campaigns have anything in common? I think we did a really good job of never looking the same for everybody. We were very close always to expressing or holding a mirror up to the company’s culture. ![]() If we were able to establish an identity or a brand and execute it well, it could actually live apart and be a strong differentiation. It was also clear that I was never distracted by what was going on in the industry at all. That was always very complicated against a tidal wave of people who were trying to set trends. I always strive for things to be timeless. We set a verbal and visual language very clearly, and those things lasted for a very long time. Peter Arnell: It was interesting because obviously there’s a consistency of simplicity and clarity in all that work. WWD: What was the experience like going through all your old ad campaigns? WWD spoke with Arnell last week to talk about his career and how branding and advertising have dramatically changed since he did his first ad campaigns. ![]() Proceeds from the sale of the book, which contains 838 pages and 2,600 illustrations, will be donated to the Special Olympics in honor of its founder, Eunice Kennedy Shriver. The length and breadth of his accomplishments are extraordinary.” Gehry said, “For a guy who’s difficult to understand sometimes, he’s an irascible genius. It was an absolutely brilliant move.” He called Arnell “a true visionary: with a 360-degree mind.” Lindbergh, for example, wrote: “Peter developed and created Donna Karan’s campaigns from a radically different point of view, finding a totally new way to define a woman rather than the details of a clothing collection. After 9/11, Arnell designed the identity graphics for the fundraising to help the families of the victims and designed the Tribute Museum’s identity and exhibit to commemorate its heroes.įor the book, Arnell asked people such as Lindbergh and Frank Gehry to write personal essays about his work. He has also done pro-bono campaigns for the New York police and fire departments. During his more than 40-year career, Arnell has collaborated with such people as Helmut Newton, Peter Lindbergh, David Hockney, Muhammad Ali, Tom Brady, Spike Lee, Gwyneth Paltrow, Steven Spielberg and Jay-Z.
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