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24 Sèvres releases first campaign film shot in Le Bon Marché

The first 24 Sèvres campaign film was shot inside Le Bon Marché
The first 24 Sèvres campaign film was shot inside Le Bon Marché

LVMH is pushing its new e-commerce venture, 24 Sèvres, with a campaign film directed by Nicholas Winding Refn of Drive and The Neon Demon fame.

Where Fashion Comes To Life, as it’s called, appears as a modern play on the film Mannequin. Models posing in Le Bon Marché at night – the store the website is based on – slowly come to life in robotic formations before dancing their way across the floor.

Eventually they break out of the window and continue the dance down the street and onto the bank of the river Seine in Paris. Created by agency FRED & FARID, the aim is to take the viewer on a journey that celebrates the mission 24 Sèvres is seeking to fulfil: “To bring Parisian style (and the mystique that surrounds it) to the world, anchored by Le Bon Marché, the institution that continues to attract and fascinate at home and abroad.”

Winding Refn, who looked to champion individuality and celebrate femininity with the film, says: “It’s rare that you get to make something that is so pure in its approach. […] Le Bon Marché is one of the great iconic fashion monuments, and it has a sense of timeless grandness, so just walking in makes you want to create.”

The choreography comes from Nicolas Huchard and the soundtrack by Busy P – Genie featuring Mayer Hawthorne.

Adds FRED & FARID co-founder and CEO, Farid Mokart: “24 Sèvres is a wonderful ambition, a unique destination for fashion, brands and their creations. There is an excitement and a pride to artistically contribute to the international exposure of this project by creating an idea that takes time and form through music, dance and cinema… to draw inspiration from this unique spirit to Le Bon Marché, Paris and the Parisian woman to celebrate women in all their diversity, freedom and beauty.”

The 24 Sèvres website opened in June 2017. It is named after the address at which Le Bon Marché stands: 24 rue Sèvres.


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business digital snippets e-commerce film mobile social media Startups sustainability technology

What you missed: Mary Meeker’s internet trends, inside 24 Sèvres, robots making our clothes

Mary Meeker delivered her annual internet trends report
Mary Meeker delivered her annual internet trends report

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • What Mary Meeker’s 2017 internet trends report means for fashion [BoF]
  • Inside 24 Sèvres: LVMH opens its first multi-brand internet store [FT]
  • The case for letting robots make our clothes [Motherboard]
  • The Google Cultural Institute’s new digital archive could mean big things for fashion history [Fashionista]
  • How the luxury retail sector is using technology to remain relevant [Independent]

BUSINESS
  • What Trump’s climate reversal means for the fashion industry [BoF]
  • Mickey Drexler’s J. Crew departure marks the end of an era [Retail Dive]
  • Kering makes pledge to circular economy in aim to build sustainable practices [Glossy]
  • Mapping the benefits of a circular economy [McKinsey]

SOCIAL MEDIA & MARKETING
  • Kate Spade continues #MissAdventure campaign series [AdWeek]
  • Saks Fifth Avenue is turning to iMessage to bolster sales [Glossy]
  • Crocs thanks Instagram users for sharing with original art [MediaPost]
  • How six retailers are using chatbots to boost customer engagement (and why you should too) [ClickZ]

RETAIL & E-COMMERCE
  • What online fashion brands can learn from Amazon’s stores [Glossy]
  • This is what will happen to all the empty stores you’re seeing [Forbes]
  • The real cost of e-commerce logistics [Retail Dive]
  • How shoppers use their smartphones in stores [Retail Dive]

TECHNOLOGY
  • The Unseen has designed a t-shirt that senses climate change [Dazed]
  • Amazon patents shipping label with built-in parachute for dropping packages from drones [GeekWire]
  • Inside the production of WearableX’s first responsive yoga pant [Glossy]

START-UPS
  • Nomadic nabs $6M for its modular VR system for retail spaces [TechCrunch]
Categories
business digital snippets e-commerce film social media Startups sustainability technology

What you missed: The sewbots are coming, retail automation, bots to buy Supreme

Sewbots - The rise of the "sewbot" marks a new industrial revolution in garment manufacturing
The rise of the “sewbot” marks a new industrial revolution in garment manufacturing

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • The sewbots are coming! [BoF]
  • Nearly half of all retail jobs could be lost to automation within 10 years [Fortune]
  • The botmakers who rule the obsessive world of streetwear [Wired]
  • The ugly problem of pretty packaging [Racked]

BUSINESS
  • New Ralph Lauren CEO has work cut out for him after dismal year [Retail Dive]
  • Is British fast fashion too fast? [Racked]
  • Why the rout in retail shouldn’t be a big worry for US economy [Bloomberg]
  • Zara and H&M back in-store recycling to tackle throwaway culture [The Guardian]

SOCIAL MEDIA
  • Publishers are using Facebook video to drive commerce revenue [Digiday]
  • Bringing retail to ‘the speed of feed’: Facebook’s quest to court luxury brands [Glossy]
  • Instagram launches selfie filters, copying the last big Snapchat feature [TechCrunch]
  • Sales of this L’Oreal product rose 51% after ‘everyday influencers’ promoted it heavily on Snapchat [AdWeek]

MARKETING
  • Why there’s no yoga in Lululemon’s first global campaign [AdAge]
  • Community is core to next-gen brands [BoF]
  • Bill Nighy asks ‘Why would anyone shop at TK Maxx?’ in retailer’s zany TVC [The Drum]
  • Selfridges leverages Positive Luxury’s Butterfly Mark to up transparency [Luxury Daily]

RETAIL & E-COMMERCE
  • Inside 24 Sèvres, LVMH’s new multi-brand e-commerce play [BoF]
  • J Crew on underestimating retail tech [WSJ]
  • ‘Ultra-fast’ fashion players gain on Zara, H&M [Retail Dive]

TECHNOLOGY
  • Fashion and technology will inevitably become one [Engadget]
  • Is the ‘RFID retail revolution’ finally here? a Macy’s case study [Forbes]
  • How brands are using AI to find influencer matches [AdAge]
  • Mobile tech, digital platforms, AI among key topics at Decoded Fashion London Summit [WWD]
  • Why Amazon’s delivery-drone team is obsessed with geese [Bloomberg]
  • Google touts Assistant’s new e-commerce features [Retail Dive]

START-UPS
  • Miroslava Duma launches fashion tech lab with $50 million to invest [BoF]
  • Why do so many big fashion and beauty brands want to support start-ups? [Fashionista]