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January 2015


Downtown Gallery is Iceberg's new advertising campaign: 22 Polaroids, shot by Olivier Zahm, to celebrate the 40 years of the brand and its history that has always been close to the world of art.

The protagonists are 12 faces from New York Downtown wearing garments from the 2015 spring-summer collection and historical garments, true works of art from the brand's archive.

The Iceberg brand was born in 1974 thanks to Jean-Charles de Castelbajac, the brand's first and historic designer.

Paolo Gerani, CEO of the Gilmar group, declared: “Downtown Gallery is the brand's new communication campaign in homage to my family and Jean-Charles de Castelbajac, interpreted by Olivier Zahm, director and founder of Purple. Olivier was able to intelligently interpret the historic dialogue between the Iceberg brand and the world of culture and art, as the great Oliviero Toscani was the first to do in the I Contemporanei campaign (1980-86) with a gallery of characters including such as Andy Warhol, Vivienne Westwood, Franco Moschino, Ettore Sottsass, Elio Fiorucci, and subsequently with Steven Meisel and the Gente di Oggi campaigns (1993 – 1996) with Farrah Fawcett, Sofia Coppola, Iggy Pop and Isabella Rosselini”.

Olivier Zahm wanted to follow up these historic communication campaigns by continuing the dialogue with the world of creativity and art. “We went straight to the source, Downtown New York, a city that in its origins had inspired the founding designer Jean-Charles de Castelbajac by collaborating with Andy Warhol and his Factory. We therefore decided to photograph some vintage garments from the 70s together with the new spring-summer 2015 collection, thus telling the story of the 40 years of the brand's history thanks to iconic faces of today's New York" says Olivier Zahm.

Inspired by Andy Warhol's 1970s polaroids, Zahm used an old Mamiya Press Universal to take portraits of 12 characters, including emerging and historical icons from the world of music, art, photography and entertainment. Thus Zahm portrayed, in addition to himself, the musician Donald Cumming together with his partner, the actress Georgia Ford, the journalist and writer Glenn O'Brien, the legendary founder of Sonic Youth Kim Gordon, the artist Olaf Breuning, Stella Schnabel , the photographer Sandy Kim, the artist Rita Ackermann, the journalist Karley Sciortino, the rapper and performance artist Mykki Blanco, the painter Jeanette Hayes.

Each character also became the protagonist of a short film in which they are filmed in silence just like Andy Warhol used to do in his famous Screen Tests.

The result, “Downtown Gallery”, is a timeless campaign that best expresses the contemporaneity of the brand and its link with the world of creativity, which has always been a hallmark of Iceberg.


Photography: Olivier Zahm, Gianni Oprandi

Art Direction: Olivier Zahm, Gianni Oprandi

Styling: Caroline Gaimari

Video: Julien Carlier & Aurelien Heilbronn

Hair: Jimmy Paul c/o Susan Price

Make-up: Kristin Gallegos c/o The Wall Group

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