“I wanted to be the person who bottled the energy of New York City”- Donna Karan
Introduced in 1999, DKNY Original quickly became a worldwide fascination. Its ability to capture and bottle the energy of New York City has captivated people around the Globe. After 10 years this iconic scent consistently ranks among the top-sellers in the International community. To celebrate the success Donna Karan gave the existing men’s and women’s fragrance a renewed packaging style.
Passion Pulsates in the Midst of NYC Traffic
When DKNY launched its signature women and men’s scents in 1999, the kiss was real. Newlyweds Esther Canadas and Mark Vanderloo stood in the pouring rain, NYC as the backdrop, locked in an embrace. To capture the magic of the re launch, real life couple Anja Rubik and Sasha Knezevic are set against a sea of yellow taxicabs and a horizon of skyscrapers as the story unfolds. One look at these two is all it takes to feel the passion.
Anja Rubik and sasha Knezevic, the campaigns real-life featured couple, are quintessentially New Yorkers in story and style. Anja was born in Poland and grew up in Greece, Canada and South Africa; Sasha grew up in Serbia and Austria. Seperatly, the two came to New York, became sought-after top models, met, fell in love and together are recreating the style-setting “25 Magazine,” with Anja creative director and Sasha editor-in-chief. The two live in Manhatten.
“ We wanted to capture that feeling of being in love when everything else disappears, except the moment and the city around you.” Says Hans Dorsinville, partner and executive vice president at
Laird and Partners, Donna Karan International’s creative agency, about the bold and sexy images. “Anja and Sasha gave it authenticity. They are truly in love and that’s unmistakable when you see these images, it’s as though they were the only people on set.
Directed by Darren Lew, the television spot takes place on a busy, skyscraper-lined street in New York City, the Empire State Building in the distance. First, the woman seems alone in a cab. Then you see her in the same cab, being kissed and caressed by a man. Is it a memory? A Fantasy? Soon the two are on the street, holding hands and running between cabs. They embrace, the skyline in the horizon, the iconic DKNY skyscraper bottles rising to become one with the scenery.
“it’s an intimate moment in a grandiose city, reflecting the fast, urban, yet personal spirit of DKNY,” explains Dorsinville, who obtained permission from the city to shoot through the night with over 30 cabs in tow. “You feel movement, the excitement, the energy of the street.” The TV commercial is scheduled to air in March coinciding with the launch of the scents. The print campaign will break in March books.
Everything about DKNY, the fashions and its signature scents, uniquely reflects the city that inspires it. The classic scent for women centers on accords taken from the streets of New York: Energising, Intoxicating and Sensual. When combined with the mens Energizing, Refreshing and Naked accords…they sizzle.
Available at selected retailers nationally
Suggested Retail Price:
DKNY Women R415 30ml R595 50ml R835 100ml
DKNY Men R415 30ml R595 50ml R795 100ml