Holden McRae x Dagne Dover
At the risk of sounding like an absolute geek: At the intersection of music and fashion you’ll probably find my heart. It’s just the truth. Both of these things make me feel butterflies on a regular basis.
Though I have never directly worked for the music industry, I have certainly worked with it. The soundtrack to a story is critical. It can make it all make sense. So, when given the opportunity to champion up and coming singer-songwriter Holden McRae through our Dagne Dover FW25 campaign lens, we said f*ck yeah.
The first call with Holden and his team felt really natural, like we had known each other for more than a few minutes. I obviously hated doing this on Zoom and found an opportunity to connect with him in person a few hours before his show with his sister Jensen at Irving Plaza. We talked about his upbringing, his journey and that his favorite color was green. That was a relief, because the entire Dagne Dover FW25 Collection was rooted in a deep forest green color way. It all felt really natural.
From there we wove him into the fabric of the campaign:
Instrumentals from his melodic track Sit This One Out were used as the soundtrack to the campaign videos that we shot in Upstate NY...
DP: Ryan Bailey, Editing: Clarence Fuller, Talent: Terumi Murao and Connor Duermit, Glam: Tiffany Saxby, Styling: Sachiko Clyde
…a sidewalk session show outside the flagship Dagne Dover store attracted such a big crowd that the NYPD came to check if we had a permit (of course, we did)…
…an intimate (and obviously very green) photoshoot/interview to tie it all together on the socials and the website…
Photography by: Emma Trim
…Holden also curated a playlist for us on Spotify (because who better to set the tone than the man who embodies it and actually has a full music education?)