Bondi native Jeremy Ville – better known as Jeremyville – has teamed up with Kiehl's to create limited-edition packaging for the brand’s holiday collection.
The New York-based illustrator has previously collaborated with global brands such as Disney, Converse, Mercedes-Benz and more – this being his first foray into beauty. Last week Ville was in Melbourne where he drew a mural in collaboration with Kiehl's to be auctioned off at the Myer Gala (with all proceeds going to Myer charities). BD caught up with Ville while he was in town to find out more about his latest collaboration.
Why did you decide to collaborate with Kiehl's?
We had an amazing meeting with the team of Cheryl, Maria, Travis and our agent Louisa, with Megan, Neil and myself from Studio Jeremyville. It was a great brainstorming session of how we wanted to take the project, what mediums could we explore, (giant sculptures, inflatables, ceramics, books, animation!) and how great could we actually make it? How big could we dream? How lasting and REAL could we make the connection with the customer? How memorable could we be?
From that first creative meeting, all the ideas grew, and I absolutely love that collaborative effort, as it sets the foundation of a team that's aiming to make something great. Aim high, be bold, but above all, try to make a connection with people, and touch souls. That's the alchemy when artists come together with a great, creative brand with resources: Magic happens, and great projects get born. It's a beautiful thing to be a part of. It's what my dream project looks like.
We're not a normal design studio, we're more art-based and concept-based. Trying to change the world through art and messages. So when we were invited to be involved in this Kiehl's project, it was an instant YES! It's a brand on a similar journey, and is trying to make a difference in this world. It was a perfect fit, in terms of our shared mission.
A few years ago, we had created a streetscape drawing of the Kiehl's flagship store in the East Village, so we already had an idea of the working relationship, and it was totally pleasurable and an absolute joy to work with the creative and highly professional Kiehl's NYC team.
What about the brand appeals to you?
Kiehl's has a very creative and innovative stance when it comes to projects, and they were extremely open to new ideas and mediums at the first meeting, so it was a natural fit. It's rare to have a client as big as Kiehl's that is also nimble and flexible in their approach to a project. There are obviously certain parameters to be met, but overall the aim from both us and Kiehl's is to make something truly great, and that comes across in every daily decision.
What inspired the design for this particular collection?
For this NYC holiday-themed design, Megan Mair, the creative director of Studio Jeremyville, drew a sketch of her love of ice skating in Central Park, which is her favourite thing to do around the holidays. It was a really evocative and authentic drawing of a very real situation, so I decided to use that as inspiration for the main scene. I always look for authentic situations in my work, and have the art come from a place of truth and connection. So that was the basis of the new cast of characters for this project. I wanted to convey the traditional feel of the holidays, but to add a Jeremyville quality to it. Kiehl's x Jeremyville. Everything flowed from that desire to create a very collaborative set of designs.
How big is the collection that has been designed with Jeremyville?
It seemed pretty big as we spent more than a year on all the various designs. We also developed new mediums such as animation, ceramics, large sculpture, colouring books, an inflatable elf bunny character, tote bags, an advent calendar, and social media posts. I also traveled to Vancouver, Seoul, Chengdu and Melbourne to draw live, conduct interviews, and sign Kiehl's products.
Where will the collection be available?
Myer, David Jones and Kiehl’s boutiques.
