The Original, Photo: Dennis Stock
Fiftyseven years ago Dennis Stock, a young photojournalist working for Magnum Agency, took a photo of an up and coming actor walking down a cold and rainy Times Square in New York.
The actor was James Dean and he died a few months later in a car crash.
It’s a beautiful and atmospheric picture. A classic photo with iconic status.
The problem is that you probably have seen it a thousand times on postcards, in magazines, on the walls of teenage rooms and imitated in advertising. Therefore, the picture has lost its substance and turned into a cliché of a cool but sensitive guy.
Today brands want to be authentic and everything but clichés. Brands may joke with stereotypes and prejudices in their advertising, but to try to use clichés in storytelling is quickly revealed (by the consumers) as bad attempt to be something they are not.
It is therefore rather strange that the Swedish clothing company J. Lindeberg wrap themselves in grainy black and white images from Times Square in their new campaign.
World famous fashion photographer Peter Lindbergh has taken the beautiful pictures of serious young people at this very well-known place in New York.
Nice but you have seen that feeling too many times before.
Photo Peter Lindbergh
Agency: ITEM Design Studio