© Ben Sherman. A/W '12 lookbook

It is actually one of my favourite songs from Sting. ‘An Englishman in New York’ can be interpreted in many ways, and I was very much inspired by the way UK brand Ben Sherman translated the theme in their A/W ’12 campaign, in collaboration with Dazed & Confused. They presented the collection in Amsterdam yesterday, and I had a little chat with Mark Maidment, Creative Director of the brand. Read the interview after the jump >>>

TD: Describe the Ben Sherman brand in 5 words.
MM: heritage, original, shirts, modern British, global

TD:How did you come up with the idea of ‘An Englishman in New York’?
MM: I met Russell (the owner of the barbershop Tommy Gunns -TD) at the Lower East Side on a hot summers day, and instantly noticed his unique look. He mixes historic elements, British style (authentic waistcoats and well made shoes) with modernity (he has tattoos, loves modern art), and he runs his salon succesfully -it’s always busy down there. So I thought he was a fantastic British export. I asked Russell if he knew more succesful British guys with interesting jobs. The goal was not if they were goodlooking, but if they were doing something that is not that mainstream.
We brought all the guys together for a 2 days shoot in New York, and it resulted in the A/W ’12 campaign.

TD: You have two men featuring in the campaign with amazing mustaches. Was it a coincidence?
MM: It wasn’t premeditated! Simon (who also modelled for the lookbook-TD) has a moustache over a beard, and his moustache is different from Russell’s. Beards (and moustaches) are a trend at the moment, and it blended very well with the image of the campaign, so why not make use of it?

TD: Apart from living in New York and wearing Ben Sherman, what else is typical about these men to be the faces of the campaign?
MM: We didn’t force the brand upon them, but we showed them the collection, asked them to choose what they liked, and wear it in the mix with their own clothes. That’s what makes it look authentic and real. Like they are themselves. They have interesting jobs -from restaurant owner to photographer- and they are succesful. They live the American dream, but stay true to their roots. Like Simon says: “It’s easier to be English in New York than in the UK.”
(Maybe that’s what Sting meant in his song: “I’m an alien, I’m a legal alien, I’m an Englishman in New York. Be yourself, no matter what they say.” -TD)

TD: Can you already give us an insight on what we can expect from the S/S ’12 campaign?
MM: We’re expanding the concept of an Englishman in New York to Miami. It will have a different edge, and it is not so much about the setting but about the people and the product. I have seen so many amazing people there -musicians, artist, creatives- with their own style in these subcultural places. It is going to be exciting.

TD: The brand has a strong relation with music -bands are wearing Ben Sherman, the plectrum is an important trademark-, is there a band or a musician you would like to see wearing Ben Sherman?
MM: I cannot really name one…Professor Greene (British rapper/performer- TD) and other musicians that are specific to the brand. I’d like to see more rap -and Hip Hop artists wearing Ben Sherman because of the great contrast it makes. We dressed Mos Def 6 months ago in a well-cut 60′s style suit, and that looked very good.

Ben Sherman A/W '12

The lookbooks

Chino in a canvas bag

Mark Maidment with his favourite piece of the collection.

Fellow bloggers L. and A.

Ben Sherman shorts

Check the checks

All images © The Digitalistas. Interview: Karine Bloem

Check more of La Petite Digi W on www.withlovewhit.com

Over a week ago it was gaypride in Amsterdam. Like every year the city turns pink. With festivities all around town and the famous boat parade, we had to take a look. Though the weather didn’t promise much good that day…We would have taken more pictures, but rainshowers starting in the afternoon and going on til late at night (people even offered us money for our umbrella…) unfortunately kept us from doing so. We’ll need to take a raincheck for that. (what’s in a name).

Anyway, we still wanted to share the few pics we’ve made. Just for the idea. And we promise you that next year the weather will be fabulous again.

We didn’t have time for lunch, so we also took some Pringles with us. Thought it might be a nice prop too. See how it matches the firemen’s truck?

Usually we’re not so much into posting pictures of ourselves, unless there’s a good reason for it. For the AIFW opening night Digitalista K. borrowed a dress, because she couldn’t think of anything she could wear. (And it’s all because of the awfull weather!!) Luckily there was friend and neighbour Anne-Ro, who works at a PR agency around the corner, to help her out with this fab LBD by Gestuz. Thank you!!!

Birgit

It’s Birgit, a lovely girl from Amsterdam working for Dutch magazine Grazia. Her pink skirt from Monki matches really good with the bike, right? Have you already seen her Chanel bag? When she got it, her friend organised a babyshower for it. If that ain’t real love for fashion….!!

Birgit

You can find more Dutch fashion people in our Street Style section.

© Elisah Jacobs

Dutch blogger

We’ve found this Dutch blogger on the streets of Amsterdam. Her oversized hat, the striped sweater and her amazing shoes really caught our eyes.

You can find this hat at Monki

You can find more Dutch fashion people in our street style section.

© Elisah Jacobs

It's Nana

We caught Dutch PR lady Nana on the streets of Amsterdam with a lovely leopard printed jegging, a woolen coat, over sized sunglasses, a Filippa K canvas bag and a delicious cocktail. One of a kind.

Snapshot

Lovely Na and her BF Jeff

Check out more Dutch fashion people in our Street Style section.

© Elisah Jacobs

Fred N

Mix your black and grey outfit with an oversized red bag to make it a lot more colourful. Our Digitalistic Digitalisto’s wearing a vintage black hat to make his outfit a lot more edgy.

© Elisah Jacobs

© Elisah Jacobs

© Elisah Jacobs

© Elisah Jacobs

What’s Fred N wearing?
- Jeans: 7 For All Mankind
- Boots: Acne
- Sweater: Vintage (from mom)
- Necklace: H&M
- Hat: Vintage from Dutch vintage market ‘Noordermarkt’

Ladylike

Cigarette in the hand, a vintage clutch, gorgeous pants and a big shoulder blazer. Digitalisto Fred N doesn’t need much to look amazing.

Digitalisto Fred N

Big shoulder blazer

Gorgeous!

Vintage clutch

Fred N

What’s he wearing:
Jacket: H&M
T-shirt: Alexander Wang
Pants: French Connection
Clutch: vintage (from Digitalista E’s hometown Zwollywood!)

© Elisah Jacobs

Check out Fred N's latest outfit post in here

Say military chic with fabulous accessories.

Look at those earrings. Just from H&M!

Lovely

Army green jacket

Coat: Vintage, gift from a friend
Pant: H&M
Earrings: H&M (!!)
Bracelets: Trash & Treasures
Shoes: Acne

© Elisah Jacobs