The Rembrandt Effect
Rembrandt is a name known across many cultures and generations. Originally from Leiden, the 17th century artist has significantly influenced the landscape of the Dutch and European art scene. Renowned for his attention to detail and masterful play of light and shadow, he realistically depicted historical, biblical, and mythological scenes. His ability to capture the most subtle emotions earned him special recognition in portrait painting.
Apart from famous works like The Night Watch and The Anatomy Lesson of Dr. Nicolaes Tulp, Rembrandt is also recognized for his etchings. During his career, he mastered the technique by creating more than 300 prints. For the uninitiated, etching is a form of printmaking that involves a copper plate, ink, wax, and acid. It was considered to be a revolutionary method in the reproduction of prints, surpassing engraving. And now, we reimagine the Dutch artist’s famous etching on denim, in collaboration with the Rembrandt House Museum.
31 October 2024
Collaborations
Rembrandt on a New Canvas
Art imitates life. Or, in this case, denim imitates art. In our endless pursuit of unconventional usage of the fabric, we’ve partnered with the Rembrandt House Museum to reimagine Rembrandt van Rijn’s etching on a new canvas: Denim. With the same attention to detail and innovative approach as the artist, we reproduce his famous print on our indigo-infused canvas and exhibit it inside his former home.
Etched in Indigo
Eager to experiment, Rembrandt often played with materials like Japanese paper, parchment, silk, and calfskin. The artist also famously edited the copper plate in between the prints, making each version unique. Mirroring his method, we took his famous 1639 etching, Self-Portrait, Leaning on a Balustrade, and experimented with different washings, coatings, and denim fabrics to reproduce it on. Using cutting-edge laser technology and sometimes AI, we recreated the etching via 24 unique art pieces on denim. Once we found the ultimate version, we replicated it in our six-piece capsule collection.
Eager to experiment, Rembrandt often played with materials like Japanese paper, parchment, silk, and calfskin. The artist also famously edited the copper plate in between the prints, making each version unique. Mirroring his method, we took his famous 1639 etching, Self-Portrait, Leaning on a Balustrade, and experimented with different washings, coatings, and denim fabrics to reproduce it on. Using cutting-edge laser technology and sometimes AI, we recreated the etching via 24 unique art pieces on denim. Once we found the ultimate version, we replicated it in our six-piece capsule collection.
At Home, On Display
Taking advantage of our proximity to Rembrandt’s history, our art pieces will be exhibited at the Rembrandt House Museum in Amsterdam. The museum is the former home and studio of the artist, where he lived and worked from 1639 to 1658 — the most prolific time of his career. Today, the space offers a unique glimpse into Rembrandt’s life. Honoring his legacy and striving for authenticity, we also shot our campaign in this historic space, marking it as the first-ever fashion shoot inside Rembrandt’s former home.
The exhibition, titled Etched Denim, will debut during Museum Night on November 2 and run until January 5, 2025.
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