J Brand heads to a grungy LA nightclub for its new campaign

For AW18, J Brand has broken its photograph-of-an-IRL-good-looking-couple-in-a-studio mould to shift to the dark and intimate interior of Zebulon – a Greenwich Village-style club recently relocated from Brooklyn’s Williamsburg to LA.

There, photographer and frequent collaborator Magnus Unnar shot musicians Twin Shadow (George Lewis Jr.) and Rainsford (Rainey Qualley) for the label’s newest campaign. The images don’t move too far away from J Brand’s established ideals, though. Unnar’s 90s-grunge-inspired photographs capture Twin Shadow and Rainsford mid-performance in Zebulon’s dim-lit interior, or else lounging outside the club in denim from J Brand’s newest collection.

For J Brand, it was important to build upon the concept of shooting real-life couples without abandoning its core value of love. It made sense to the label to incorporate Twin Shadow and Rainsford due to their recent musical collaboration, and Twin Shadow praises the fluidity of working on the project with similarly-aligned creatives. “The brand chose to shoot in a location that is familiar and frequented by myself and my friends which I liked,” Twin Shadow told us. “Zebulon has become a new centrepiece to nightlife in LA for people looking for a higher quality in music and art.”

Check out more in the gallery above.