WWD has more details on the Scott Schuman for DKNY Jeans Spring ad campaign.

Apparently, the ads are more Sartorialist than Donna.

Instead of shooting the stars in a group - Chanel Iman, Daisy Lowe, Sean Lennon, DJ Coleman and Kelly Osborne’s boyfriend Luke Worrell - they’ve been shot a la the Sartorialist. Mostly alone and always “spontaneously” as though they’ve been caught out and about on the streets of New York.

It’s Scott’s first major ad campaign, though his images sometimes grace his own site in ad form for Absolut, and the second time he’s aligned himself with a specific brand (Gap). As for DKNY Jeans, the Vice President of marketing says the brand won’t make a single recession minded cutback on advertising, despite the wary actions of their parent brand because as Donna says, “jeans are not about a season, but rather part of your skin”.

At least the major fashion mags are guaranteed one page of advertising.