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Editor's pick film

We’re watching: Kristen Stewart in the new Once and Forever Chanel film

chanelbiopic

If you haven’t yet spared 11 minutes to watch Karl Lagerfeld’s new short film for Chanel; here’s your chance. Once and Forever, as it’s called, is a fictional look behind-the-scenes of a fictional biopic on Gabrielle “Coco” Chanel, with actress Kristen Stewart playing an actress playing the lead role. Very meta.

The Twilight star and Chanel muse does so with gusto – albeit leaning more towards diva tendencies than the part itself. Despite singing a little, attempting to dance and speaking a touch of French, she has a hard time getting into the role, isn’t impressed by the director, doesn’t believe in the actor playing the part of the love of her life, is furious about the producer inviting the press, and smokes and swears throughout. It’s perhaps the most real, even if entirely dramatised, Chanel has ever been.

The fact Stewart rocks Chanel Couture in some scenes juxtaposed with a hoodie and jeans in another, is also somewhat brilliant.

Meanwhile, Geraldine Chaplin plays an older version of Coco Chanel – something she has done many times before – beautifully. Watch to the end, the final scene is by the far the best.

Also starring are Jérémie Elkaïm, François Marthouret, Amanda Harlech, Jamie Bochert, Jake Davies, Baptiste Giabiconi and Laura Brown. The film premiered Tuesday, December 1, as part of the brand’s Paris-Rome 2015/16 Métiers d’Art collection. See further highlights from it, here.

Categories
digital snippets e-commerce social media

Digital snippets: Tumblr, Versace, Club Monaco, Chanel, Abercrombie, McQueen

A round-up of recent stories from around the web surrounding all things fashion and digital:

Versus_Versace

  • Is a Yahoo-owned Tumblr more attractive to brands? [AdAge]
  • Versace transforms Versus line into a ‘digital brand’ (as pictured) [Fmag]
  • Club Monaco creates all-blogger look book (and launches it on Tumblr) [DisneyRollerGirl]
  • Keira Knightley stars as Coco Chanel for new Karl Lagerfeld film, Once Upon a Time [Fashionologie]
  • Video takes aim at Abercrombie & Fitch for “exclusionary” policy, spurs homeless campaign [Hollywood Reporter]
  • Alexander McQueen and McQ websites get new look [WWD]
  • Why Victoria’s Secret and Burberry win in social media — and other fashion brands fail [Business Insider]
  • The seven species of social commerce [Mashable]
  • YouTube jumps into retail with shoppable videos for brand channels, first client is Unilever’s Tresemmé [BrandChannel]
  • Wearable technology market set to explode, could reach $50 billion, says Credit Suisse [BoF]
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film Uncategorized

Chanel launches microsite documenting its history

It might not be the industry’s most exciting story, but it’s great to see Chanel not only announce something digital-related, but do so with an exclusive on a tech site – Mashable.

The French fashion house launched a new miscrosite dedicated to the history of its founder and its legacy products on Friday.

Inside-chanel.com currently features a timeline of the brand from Coco Chanel’s birth in 1883, to its direction under Karl Lagerfeld in present day, as well as a section focused on the No. 5 fragrance.

“Chapter One”, as the latter is referred to, looks at how “a revolutionary scent created in 1921 continues to be the best-selling and most famous fragrance in the world,” according to the company’s Facebook page.

It includes chronological ads (print and TV) as well as a short film called For the First Time, as shown below.

According to Mashable, additional sections accompanied by films will be introduced to the site over time.

“Telling our history on the web and making it accessible to as many people as people is yet another way of marking our difference, reaffirming our values and forming emerging markets by enabling them to discover a world to which until now they had little — or no — access,” a Chanel spokesperson said. “We have always been an innovative brand — that is what we wanted to get across.”

Mashable adds: “Chanel, it’s worth pointing out, only sells its fragrance and beauty collections online, but the company has upped its investment in online content over the past couple of years, particularly in the development of short films.”

A couple of other examples worth checking out include Valentino’s digital archive, and Dior’s online magazine. Check out the No. 5 film below, as well as a number of images from the Inside Chanel site…