As previously noted, J. LIndeberg's The Documentary and A Dream biannual book was borne out of the desire to tell the complete story of the brand and share their thoughts and values on a level beyond commercial aspects of marketing principles. Each season creatives from various disciplines are invited to freely interpret the seasonal collection and capture a particular theme within the spirit of J. Lindeberg. Now in its fourth season, the SS11 edition explores the passion to master a craft, be it creating an exquisitely cut suit, building the ultimate surfboard or focusing to become the number one athlete.
The talented group of photographers, artists, writers, illustrators and stylists that joined Art Director Jörgen Ringstrand for this season include Olivier Zahhm, Andreas Sjödin, Julia and Hannes Hetta, Skye Parrot, Carl-Johan Paulin and Andreas Carlsbecker to name but a few. On the day of its release and before J. Lindeberg's London showroom opened its doors for a celebratory launch, we caught up with Jörgen Ringstrand to talk about the inception and continued evolution of this inspiring read...
SS: What were your inspirations, your dreams and the driving catalyst behind launching The Documentary and A Dream?
Jörgen Ringstrand: I work with J.Lindeberg and also run my creative agency R67Kreative, it was a fantastic moment when together with the Global Brand Director at J.Lindeberg, Stefan Engström ,we decided to start the process of creating the Biannual Book. When we started we did not know where we were heading, both Stefan and I like to work very fast and are passionate about what we do. There were no customers surveys or meetings with marketing departments, we both love books that are made with passion, love, great printing, great binding and great contributors. We just wanted to do something that reflects our minds and the world of J.Lindeberg.
SS: For me, it is a publication which weaves together people, imagery, history, newness and takes great pleasure in information exchange and learning. What does The Documentary and A Dream mean to J Lindeberg and to you personally?
Jörgen Ringstrand: For me it’s a fantastic way of together, with Stefan Engström at J.Lindeberg, to create a book with people and thoughts that inspire us. Both of us love books and with the Biannual Book we also produce it with highest quality and craftsmanship. All the bookbinding is made by hand, it’s a privilege in this time to do a book like this, especially with people focusing online or digitally. For J.Lindeberg it is a way of doing something that shows the world around the brand. The book is not made with any business or commercial goals in mind but made from a strong interest of creating a long lasting high quality product, much like the J.Lindeberg clothes.
SS: Each issue is concentrated around one key idea – a timeless theme that in various ways touches all those working in the creative fields regardless of age, cultural background or social status. This latest issue explores the world of craftsmanship and you shine the spotlight on varied individuals from an aged surfer to a jazz musician, a Russian poet to a tailor. What does the word craftsmanship mean to you?
Jörgen Ringstrand: It is someone who lives through their work.
SS: Could you talk us through a few of your favourite features within the issue and the stories behind them?
Jörgen Ringstrand: All are my favourite, I have put a lot of effort into them all for them to become true.
SS: Is there anything that you are particularly pleased with or excited to show?
Jörgen Ringstrand: I think it’s nice to have Olivier on board and he will also contribute on the next with a great feature we are working on right now.
SS: The contributors list is an impressive one, Olivier Zahm, Andreas Sjödin, Julia Hetta to name but a few. How do you source people to become involved in the project? What is the dynamic of the working relationship with them?
Jörgen Ringstrand:Most of the people I have followed for sometime time and seen their work and way of visualizing things. I contact then with some ideas and then we together we work out the final story. Most of the work we do is over emails which I love. I love to have that exchange of ideas and thoughts before we meet in person.
SS: In terms of contributors, is there anyone in particular that you'd like to work with the future?
Jörgen Ringstrand: I don’t really plan like that, I haven’t got anyone in mind that I am trying to catch. It is something that happens more organically
SS: Finally, how would you like to see The Documentary and a dream evolve over the coming seasons?
Jörgen Ringstrand: I would like it to be a book which reflects the mood and minds of the people involved. A book that gives creative freedom to the contributors in a large sized format, made with passion and love, to be able show their work in a great context.
Now that the hangover sets in and memories of toasting the book thump around my brain, I'm fully aware that the book has now been released. This fourth edition is now available to view at J. Lindeberg stores and online. The narrative it weaves is one that expands way beyond the realms of the standard look book and runway views we are all accustomed to seeing. Throughout the book you are treated to inspiring art works, collages, interviews and an array of wonderful imagery. However, before you go and thumb through it I'd like to share a few of my favourite pages with you.
All book images courtesy of J. Lindeberg.