Banana Republic recently approached EveryGuyed and Definitive Touch for the possibility of a Q&A session with Simon Kneen, the creative director for Banana Republic. Fresh off the launch of the spring / summer 2011 collection, Simon was keen to talk about the collection and ad campaign, photographed by Peter Lindbergh and styled by Lori Goldstein. The shoot focuses on madras for men, and effortless poolside chic, as shot in sunny Malibu, California. Let’s see what Simon has for us.
Christopher Mejaski: The spring / summer 2011 collection has plenty of dresses for women and madras for men. How is Banana Republic using these staples this summer?
Simon Kneen: For her, the dress is the frame to femininity – I love it in every way from flowy romantic to flirty, sexy and sleek. [For him,] the artisanal weave of madras speaks to refinement. I love it when a madras is multi-colored, but slighted muted – just as a sunset can tint colors so beautifully.
CM: Tell me about what shooting the lookbook was like.
SK: Peter Lindbergh is a genius and a gentleman. He creates an atmosphere on set that’s fun and easy. When we were shooting Andrew (model) falling into the pool, I was pretty anxious because we only had one shirt and one chance to get it right. Fortunately Peter got it right on the first take due to perfect rehearsing and being the pro he is.
CM: Do you have a shoot-wardrobe? Any advice for young creatives on their first shoot?
SK: Pack layers and a puffer coat. The weather never cooperates. The beach can be freezing this time of year.
CM: What about tips on Malibu?
SK: For fashion devotees, the Malibu Country Mart is fabulous, visit Maxfield in the Malibu Lumber Yard, play ping-pong at James Perse, and stay at Geffen’s Malibu Beach Inn right on the water.
CM: Could you describe your individual style for us? Do you prefer to dress things down, or stay neat and tidy?
SK: I don’t like to dress down in the city. Flip flops are for the pool, not the pavement. I’m not big on sloppy. I always like to have an effortless sportswear sensibility.
CM: What are you wearing this summer?
SK: Kiehl’s SPF 50, my new 40s retro Oliver Peoples shades, and Banana Republic’s new soft wash V-neck tees in every color.
CM: What are your plans for the summer?
SK: Probably a pool or lake, not the beach. I prefer a beach in the middle of winter when I need it the most!
Simon Kneen is Creative Director and Executive VP of Design at Banana Republic. For more information on the spring / summer 2011 collection, see Banana Republic’s Facebook page.
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