A few months ago, New York–based street photographer Brandon Stanton was offered US$15,000 by DKNY for 500 of his photos to be displayed in its store windows around the world. Disappointed at the price, he asked for more money. DKNY refused, and Stanton thought business was over.
Twelve hours ago, a fan sent him a photo of a DKNY display window in a store in Bangkok – in which were plastered with Stanton’s shots.
The photographer shared the story on his Facebook page – Humans of New York – further asking the fashion line to donate US$100,000 to YMCA under his name and prompting his fans to viral the message out.
“I don't want any money. But please SHARE this post if you think that DKNY should donate $100,000 on my behalf to the YMCA in Bedford-Stuyvesant, Brooklyn. That donation would sure help a lot of deserving kids go to summer camp. I'll let you guys know if it happens,” Stanton wrote.
Four hours and 36,000 odd shares later, DKNYresponded, explaining the need for New York–centric photos in its latest campaign and that the store in Bangkok accidentally used an internal mock-up that was “intended to merely show the direction of the spring visual programme”.
“We apologise for this error and are working to ensure that only the approved artwork is used,” DKNY wrote on its Facebook page. “DKNY has always supported the arts and we deeply regret this mistake."
Though the fashion brand will donate US$25,000 to YMCA in compensation rather than Stanton's suggested US$100,000, the photographer takes them at their word that it was a "mistake" and was "happy that this had a happy ending".