Dior Homme’s new film starring Robert Pattinson has already received a total of 2.2 million views on YouTube in the 24-hours since it launched.
The black and white campaign, directed by Romain Gavras and for the brand’s fragrance of the same name, includes a 60-second spot with a million views, and an uncensored director’s cut version at one-minute-and-46-seconds with over 1.2 million views.
The release was a much-anticipated one, as evidenced from the social mentions using #diorrob. It also stars model Camille Rowe and Led Zeppelin’s “Whole Lotta Love” soundtrack.
See the uncensored version below, as well as a behind-the-scenes video and interview with Pattinson.
An outdoor ad has also gone up in Place des Vosges in Paris:
“This song is in tribute to Chloé, Chloé women and celebrating 60 years of all of us, it’s our theme tune in a way. So to all who have supported, designed for, bought, worn, written and talked about, shared, followed, loved and lusted after Chloé, we say thank you – this is for you. Enjoy!” reads the write-up.
This 26th and final letter also sees the archive – created by digital agency Guided Collective – become an “intimate invitational tool” from Monday. Users will be able to type in the name of a friend and send them a bespoke version of the Chloé heritage, relative to the letters that make up their name (demonstrated below).
“As [founder Gaby Aghion] once used the alphabet to inspire creativity and fun, we want you to continue the journey and introduce this wonderful story to a friend,” it says.
As reported last month, it showcases five decades of the designer’s fashion history in an immersive 3-D experience; 300 dresses, 5000 images, 100 show videos, all in an equivalent real-world space of 10,000sq m.
Although officially retired from Valentino ‘the brand’, Valentino Garavani and his business partner Giancarlo Giammetti (pictured above) have been working on it for the past two years.
Speaking at a press conference in New York this morning (watch on YouTube), the duo explained that the aim was to showcase the work of a “life dedicated to beauty”, and make it accessible to as many people as possible.
It’s a particularly interesting move for a traditionally non tech-savvy brand (Giammetti joked at Valentino’s inability to even turn the television on).
“It all started with where to keep the enormous amount of things we’ve collected for nearly 50 years,” said Giammetti. “How to make it available to everyone that wants to see it; and how to make it exciting year after year without things becoming dusty or obsolete. Why not then use modern technology… where everyone can move with just a click.”
Albeit in essence a legacy space, Giammetti was quick to highlight that the work continues tomorrow; both in terms of keeping up with technological change, and providing fresh content.
Indeed to encourage return visitors, there will be frequent updates to the museum, be it additional rooms, new drawings and ideas – as suggested by Valentino – or video insights from the likes of Franca Sozzani, editor-in-chief of Italian Vogue who also spoke this morning.
Giammetti pointed out that the museum was funded by themselves and has no sponsors. For them, the numbers are irrelevant, he said. The app is free to download in anycase.
Nonetheless, it will be intriguing to see how it actually does. The McQueen exhibition at the Met was one of the Costume Institute’s most successful of all time; if you were interested in fashion – indeed even if you weren’t – it proved a must-see on the New York calendar this year. Could an online museum ever have the same pulling power?
Hollywood actress Anne Hathaway, who hosted the press conference, explained how Valentino and Giammetti together helped shape the industry in the 1960s. “Now, they’re repeating that inspiration,” she said, “setting the bar for other fashion brands around the world.”
See below for a virtual tour of the museum, as well as a number of pictures from within it…