ITEM m6 BLACK by Sven Marquardt. Image from dazeddigital.com
Almost as famous for his photography as he is for his nighttime gig at Berghain, Berlin bouncer Sven Marquardt’s latest project shifts focus from techno towards fashion. Commissioned by Bavarian label ITEM m6 for its latest ad campaign, the creative has shot a series of images that merge his passion for photography with the trendsetting career move.
Marquardt honed his craft over 30 years by concentrating on the German capital and its inhabitants. Preferring documentary style imagery above all, his predominantly 35mm work has already been published in three books and shown in a string of solo exhibitions. “It is crucial to me that these kinds of collaborations don’t interfere with my artistic freedom,” stated the part-time bouncer when asked by WWD about the project. “And of course the quality and coolness of the product is a key consideration.”
The minimalist sock line is entitled “Black”, an obvious nod to Berghain’s unofficial dress code. Each monochromatic design is amplified through Marquardt’s signature black and white style, but the photographer also ventures outside of his comfort zone with a few colour shots, too. Set in an old school boxing ring, the photographer selected this particular location as a representation of masculinity, victory, pride, vulnerability and rebellion. Only models who could accurately display each of these emotions were chosen, an element of the campaign that only underlines Marquardt’s preference for real people over staged subjects.
ITEM m6 BLACK by Sven Marquardt. Image from dazeddigital.com
ITEM m6 BLACK by Sven Marquardt. Image from dazeddigital.com
ITEM m6 BLACK is available for purchase at item-m6.com