Jackets = Motorcycles
Odyn Vovk AW-11 commercia fromJon Ryan on Vimeo.
Lookbooks are great. They allow brands to tell a little bit of their story and reference their inspirations for the season. They give buyers an idea of how a line could be merchandised for maximum cuteness. But what if your line isn't necessarily cut out to be posed on perky models? What then?
If you are L.A.-based Odyn Vovk, the dark, neo-goth line of high-end menswear label by designer Austin Sherbanenko - you make a cool movie. Odyn Vovk, which means "lone wolf" in Ukranian, tends to stick to one color palette (black) and one aesthetic (punk rock prince of darkness) season after season. Leather jackets, long capes, vests made of unusual leather, skinny jeans with zippers and cool seaming, hoods on everything, layers and layers of perfectly hobo-chic knits. Totally not lookbook material.
For Fall 2011, the brand produced "Spiral," a video of Sherbanenko's approach to... making stuff . Shot by Jon Ryan, the video highlights Sherbanenko's love of motorcycles and hand-crafted fashion. It's moody, there's cool music and it draws interesting parallels between the uber-masculine world of motorcycles and just how macho making a jacket can be.
