All attendees at tonight’s CFDA Awards will receive a copy of the CFDA journal, which is essentially a fancy, magazine-quality program containing information about all of the nominees and honorees. It also features their portraits as well as pictures of models wearing their designs, all of which were created by Craig McDean under the art direction of Trey Laird. As Laird told us last week, the subjects were photographed in different places around New York City specific to their own lives and interests — Reed Krakoff at Gleason’s Gym, Marc Jacobs at Scott Campbell’s tattoo studio, Simon Spurr at a diner eating ham and eggs. “We had a video guy who was right over Craig’s shoulder and tried to capture the experience of what it was like to shoot this freely,” explained Laird. “We wanted it to be very documentary style. I didn’t want to make it like a slick film. I like that it has a raw, gritty quality.”
This behind-the-scenes video shows many of the spontaneous moments that stemmed from the citywide setting. One of Laird’s favorite photos was taken at Katz’s Deli, where they shot models wearing items by the nominees in the accessories category. “We went to Katz’s Deli at 1 p.m. on a weekday, and it’s total chaos at that time. We had Anja Rubik in full-on Alexander Wang, and two other models, and Craig and two photo assistants and the light, and no one even batted an eye. They just kept ordering their sandwiches.” In the midst of handling some corned beef, a Katz’s employee asked to pose with Rubik. “The guy says, ‘Hey I want to get in the picture,’ and Anja leans over, and he’s in the picture — the guy making the Reuben. I love that.” Enjoy this exclusive first look at the shoot.