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Campaigns film

Kenzo explores cultural identities in mini feature film

Le Renard Bleu, Kenzo, Luxury Fashion, Fashion Film
Le Renard Bleu

Kenzo has released a 20-minute film that brings to life the Fall 2018 collection in a cinematic composition of music, performance and dance, in support of the second edition of its Folio publication.

Entitled Le Renard Bleu, the fashion film is inspired by the chilling Icelandic fable The Blue Fox, which in its original form gives a haunting account of human nature. Kenzo’s re-interpretation is directed by artist Partel Olivia, who decided to expand beyond the initial cultural identities and incorporate ancient Dogon and Japanese folktales, which give a portrayal of the fox as an animal susceptible to chaos and of a cunning nature.

The resulting intertwining of different cultural heritage lies at the heart of the brand’s creative output, with the atmospheric video chronicling the journey of the fox as a spirit animal, portrayed by street dance artist Qwenga. He is accompanied by a musical composition which was especially created through a collaboration between musician Midori Takada and LA pop-artist Lafawndah, whose spontaneous creative output imagines her own conversation with the animal. 

This is the first time in 20 years Takada, has created music; a decision that she traces back to her love for the brand (she wore Kenzo for her very first musical performance) and the compelling nature of the fox in her own culture. 

The tone of the music as well as the performance is at first pensive but soon becomes tenser, with scenes capturing fragmented sequences of dance, performance, and moments of stillness, all accompanied by the dramatic musical interlude. 

Ultimately, the focus is on the clothes however, which act as strong visual cues while also being seamlessly integrated into the overall atmosphere of the video. Fittingly, the Fall collection, entitled La Collection Memento N°2, blurs the line between Western and Eastern fashion iconography, paying homage to Japanese and Hawaiian style elements. 

Le Renard Bleu was released on the brand’s YouTube channel, with the print publication of Folio available soon on the Antenne Books website. This magazine is rooted in the brand’s aspiration to show and explore different aspects of culture and cultural identities, which in this second installation are prominently formed by the cultural aesthetics of the East, as per the latest collection. It follows the publication of Folio #1 from April 2017, entitled Gidi gidi bu ugwu eze — Unity is Strength

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Editor's pick film

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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Editor's pick film

Sézane unveils LA Dance Project collaboration with short ballet film

Sézane x LA Dance Project
Sézane x LA Dance Project

France’s first online fashion brand, Sézane, has launched a capsule collection with choreographer Benjamin Millipied’s dance company, LA Dance Project.

The 10-piece line was revealed today along with a short film designed to showcase how the collaboration provides “une envie folle de danser”, or a crazy desire to dance.

It sees a ballerina arriving to a desolate part of town with her retro portable stereo in hand, before performing to its music in pieces from the line.


“I love all types of art, but especially classical dance,” Sézane founder Morgane Sézalory told the Business of Fashion. “What I love about Benjamin Millepied’s LA Dance Project is its alternative form of classical dance. For the collection, he had very clear ideas of what he wanted; comfortable pieces, and a lot of contrast.”

On the website, the brand elaborates: “With designers, musicians and directors, Benjamin Millepied and his ten dancers produce ballet like no other, steeped in tradition yet infused with the contemporary. The one principle at the heart of his work? ‘There is still so much to create!'”

The capsule includes a wrap knit sweater, denim jacket, ballet shoes, bag and more. It launches ahead of the brand’s store opening in New York in early September, its second appartrement-style flagship following Paris.

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digital snippets e-commerce mobile social media technology

Digital snippets: Zoolander, Apple Watch, Farfetch, GoPro, Old Navy, Bloomingdale’s

A round-up of the latest stories to know about surrounding all things fashion and tech…

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  • Zoolander stars crash Valentino runway during Paris Fashion Week to announce sequel, web goes wild [AdWeek]
  • Four reasons to care about the #AppleWatch [F&M]
  • Fashion ‘unicorn’ Farfetch raises $86 million at $1 billion valuation [BoF]
  • GoPro and Michael Kors top NYFW brand posts on Instagram [L2 The Daily]
  • Old Navy tries Tumblr for Gen Y’s spring push [MediaPost]
  • Bloomingdale’s highlights designer exclusives with branded “dance craze” [Luxury Daily]
  • Sephora launches contouring app [WWD]
  • Meet the angel investors sprinkling financial fairy dust on new design talent [FT]
  • PCH founder: how I’ll turn Fab.com into the Netflix of design [PSFK]
  • Dash Hudson raises $1 million to beat the Instagram shopping conundrum [Fashionista]
  • Etsy gets a patent covering streaming interactive online shopping [Internet Retailer]
Categories
Blocks film

Rag & Bone film is a contemporary study of movement

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Rag & Bone unveiled its autumn/winter 2015/16 menswear collection with a short film starring ballet dancer Mikhail Baryshnikov and street dancer Lil Buck.

Intended as a “study of movement”, the three-minute spot sees the two different artists providing a captivating, contemporary sequence.

They spin, twist and flip amid props including a chess set and giant speakers. The now 67-year-old Baryshnikov, who will be remembered for his role as Carrie Bradshaw’s Russian lover Aleksandr Petrovsky in Sex and the City, holds his own alongside 26-year-old Lil Buck.

“We liked the blend of the two – the young up-and-comer and the old guard. Lil Buck is more street and raw while Mr. B is sophisticated and sartorial,” co-designer and managing partner David Neville told WWD.

The brand’s urban armour-themed line is showcased on the duo, as well as a handful of other models, throughout. The movement and varying style of the film were part and parcel of trying to bring the collection to light in a way that allows male fans to get a better sense of what the designs are really about and where the influences came from.

The music is “Öngyilkos Vasárnap” by Venetian Snares.

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Blocks Editor's pick film

Romeo Beckham plays cupid in Burberry’s musical-inspired festive film

1_Burberry_Festive_Campaign

“Lights, camera, trench coats!” reads the front page of the Burberry Times in an appropriate headline for a quirky on stage prop in the brand’s very own piece of musical theatre released today.

Inspired by the golden age of cinematic musicals, the British heritage brand has introduced a four-minute film (as below) as part of its first global festive campaign.

From London with Love, as it’s called, stars Romeo Beckham in his second appearance for the brand, as a boy who delivers the gift of love (through an enchanted glittering box) to young dancer couple, Hannah Dodds and Anders Hayward.

They are joined throughout the short film by 50 other dancers, as well as continuous references to the British capital, including the Queen’s Guard, a series of policemen with their classic custodian helmets, and the city’s recognisable architecture in the background. Even the wet weather – a Burberry staple – is seen, through a dance scene of multiple opened umbrellas.

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The spot was directed by Burberry chief creative and chief executive officer, Christopher Bailey, who said: “This festive campaign is a celebration of everything we love at Burberry; the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people.”

It features a soundtrack called The Way that I Live, by British songwriter Ed Harcourt, who played live to a crowd of 500 guests this evening at a screening of the film at the brand’s flagship store at 121 Regent Street.

The campaign will run across outdoor advertising, cinema, and all of the brand’s 10 global social media platforms for the next three months. Its launch is accompanied by a push for the brand’s full range of gifts, from its Heritage trench coat to cashmere scarf, men’s tailoring, women’s eveningwear and newer beauty line, all of which feature in the film.

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social media technology

Forget Twitter: Puma campaign wants you to communicate via dance

This article first appeared on Mashable

 

Among today’s modes of online communication, we’re well-versed in the use of text, images and video. But what about dance?

In a campaign for its new Sync fragrances, Puma is proposing a new form of digital expression through movement rather than words. The sportswear brand has set up an interactive platform dubbed Dance Dictionary, where users can communicate with each other by encrypting specific sentences into physical dance moves. Its slogan: “Don’t say it, move it.”

Phrases like “Will you be my girlfriend?” or “Mondays make me want to scream” are translated into a series of choreographed gestures by 25 of the world’s better-known dancers, including Storyboard P, King Charles, PacMan, Ron Myles AKA Prime Tyme and Krumpers Big Mijo, Outrage and Worm, and LA choreographer Super Dave. Each word has a different move. Certain words in each sentence are interchangeable (try swapping ‘be’ for ‘retweet,’ and ‘girlfriend’ for ‘cat’ for amusement), resulting in 10,000 different combinations by Puma’s count.

While each piece can be shared via Twitter, Facebook or e-mail, the aim from Puma is something higher. “Choreographing a new language,” might sound like a lofty ambition — and certainly one that is unlikely to have mass application for you and me — but within its target 16 to 24-year-old demographic, it’s not unreasonable to imagine these moves being practiced in real life.

Beyond being a social tool, the Dance Dictionary is designed to be an inventory for any would-be freestyler to learn from. Words like “celebration” and “spaceship” are broken down into their own videos incorporating definitions and easy-to-follow demonstrations. A campaign that’s shareable both online and offline isn’t a bad aim, and that’s what makes it smart.

Anchoring the whole initiative is a music track called “First Time” from Dre Skull featuring Megan James and Popcaan. Its video, directed by Daniel Wolf, will also appear as a TV commercial in Europe. Grey London, the agency behind the initiative, is schooled at such a method — its 2011 Lucozade spot featuring “Louder” by DJ Fresh became what was then the highest pre-ordered download in global iTunes history, according to the agency.

The trick with both, says Grey London Executive Creative Director Nils Leonard, was bringing in genuine talent, whether that be the dancers, the music act or the film director. “Everyone involved with the Puma Dance Dictionary is from those worlds. They’re not in advertising; they’re famous in their own right. To make it credible that’s where we have to go, the audience can smell it out otherwise.”

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film social media Uncategorized

Brit models do the Harlem Shake in style backstage at Topshop’s #LFW show

After a bit of light fashion week relief? Then take 30 seconds out to watch models Jourdan Dunn, Cara Delevingne and Rosie Tapner performing their version of viral video sensation the Harlem Shake backstage at Topshop Unique. I defy you not to put it on repeat…