Birthed in 2011, the wild poster campaign (BLK DNM’s only form of traditional advertising) legacy continues with another empowering image featuring model and entrepreneur Anja Rubik in Jeans 26. This marks the 10th interpretation of Johan’s vision with Anja following in the footsteps of Tanga Moreau, Stella Schnabel, Erin O’Connor, Caroline De Maigret, Frankie Rayder, Gisele Bundchen, Karen Elson, Kenza Fourati and Arizona Muse – a good list to say the least!

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As a brand, BLK DNM has been making a cult impact onto the scene in the most discerning manner for the last two years. It’s a project helmed be Johan Lindeberg – both creatively and stylistically. He has essentially been pioneering a movement, as opposed to simply launching a fashion brand. Johan is hugely social media savvy and adores Instagram, shoots or creatively directs all of his own campaigns (or at least teams up with like minded creatives such as Inez & Vinoodh), which have been featured previously on KARL IS MY UNKLE and has evoked a timeless design aesthetic with every piece from the BLK DNM collection.

With a beautiful standalone store on Lafayette Street in NYC and another in Stockholm, BLK DNM is also stocked around the world in concept stores and department stores from Behaviour to Matches and Harvey Nichols to Colette. Again, each stockist selected in line with the vision of the brand.

Since the launch of BLK DNM, there hasn’t been a defining moment when Johan and his team landed in London to catch up with everything that is going on with the brand, until this week. Last night, a group of us spent the evening at an intimate dinner in the incredible new restaurant Beagle with Johan discussing the new campaigns, our mutual love for the brand and Johan’s new role with Absolut Elyx Vodka (to be announced soon).

Beagle itself is set within three beautifully renovated railway arches on Geffrye Street, Shoreditch – next to Hoxton Station and was launched by brothers Danny and Kieran Clancy. Chef James Ferguson (former Head Chef at Rochelle Canteen), delivers seasonal, produce-led British cooking, with menus changing on a daily basis. The food was out of this world.

Today sees the launch of BLK DNM’s Leather Project X, where you can customise your own BLK DNM leather jacket at 237 Lafayette. Image below by Johan Lindeberg featuring Kenza Fourati in Montauk in Leather Jacket 5 and Sweater 10.

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The jackets will be available exclusively at BLK DNM in New York and Stockholm, and at Colette in Paris.

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Here are images from the November issue of Vogue Paris celebrating “Beauty at Every Age” featuring six strong women in BLK DNM, photographed by Inez & Vinoodh.

The portraits include Daria Werbowy (28), Lauren Hutton (68), Stephanie Seymour (44) and Loulou Robert (19) each wearing BLK DNM Leather Jacket 1.

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