Daniel Josefsohn’s photography for the ‘½ Wild ½ Child’ campaign for cult German ‘street couture’ label Herr von Eden sees him revisiting the technique and aesthetic that has become almost a signature in his ongoing relationship with the brand.
In Josefsohn’s work for Herr von Eden – undertaken in close collaboration with Bent Angelo Jensen, the brand’s designer and overall head honcho- a quasi-documentary style prevails; the blunt use of flash or the simple framing of real locations often creating immediate and stark images. But, above all, a quirky sense of humour and wiry energy comes through, an apt quality for the brand identity that has sought to take its particular style of contemporary tailoring to a young trendy market in addition to the more obvious style-conscious German professionals who favour its particular nuances and flair.
In Josefsohn’s work, it would be silly to deny certain similarities with compatriots of a similar generation. For example, the lack of unnecessary frills or absence of complex computer enhancement to the images themselves has a lot in common with the in-your-face approach of Juergen Teller. But, in Josefsohn’s work for Herr von Eden, the staging of the images – more cinematic than theatrical- seems to always be heading in the direction of humour and narrative as a means of communicating with the viewer.
This is nowhere more evident than in the award winning ‘½ Wild ½ Child’ campaign for the brand’s current collection, shot on location in Beverly Hills and its surrounds. With models cast as characters –and making use of occasional bystanders- the campaign has a romping sense of a road movie about it. It’s a bemused take on Wim Wender’s early forays into west coast American culture with a pinch of Hunter S. Thompson about it. Here, the whole American tradition of the road trip –messy and anarchic- becomes a means to locate the clothing within a lives lived outside of the confines of too easily prescribed style.
In addition to his commercial work, Daniel Josefsohn is a respected art photographer. His solo show ‘Everything Is Gonna Be Alright Mother’ – in which his work that turns its enigmatic and telling gaze on everything from German right-wing extremists to Israeli soldiers- is currently on show at the Kunstverein Hamburg.