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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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Blocks Editor's pick film

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

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“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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Chloé’s new Blowing Roses film

Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.

Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.

It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.

Meanwhile, See by Chloé has also released a short stop motion film for its new Paint a Scent product.