Editorial — Campaign of The Month – June – Herr von Eden

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.

'Half Wild Half Child' Daniel Josefsohn for Herr von Eden

'Half Wild Half Child' Daniel Josefsohn for Herr von Eden

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.

'Half Wild Half Child' Daniel Josefsohn for Herr von Eden

'Half Wild Half Child' Daniel Josefsohn for Herr von Eden

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.