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Baz Luhrmann creates cinematic love story for Erdem x H&M

Behind-the-scenes on the Baz Luhrmann film for Erdem x H&M
Behind-the-scenes on the Baz Luhrmann film for Erdem x H&M

Baz Luhrmann has created a short film for the launch of the Erdem x H&M collection, called “The Secret Life of Flowers”.

The visionary filmmaker, known for films including Moulin Rouge and The Great Gatsby, as well as big budget ads for Chanel No.5, brings his usual cinematic and passionate style to the four-minute spot.

Set on a country estate that is always in spring bloom – as inspired by the Erdem brand – it tells the tale of a love triangle between upcoming actors Tom Rhys Harries, Hero Fiennes Tiffin, and Ruby Dagnall.

The idea was to present it as a “poetic trailer of a movie that will never be made”, said Luhrmann. “I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times – it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring.”

At the LA launch, he added: “We had to come up with a narrative, a story, that had to grow from the clothes. Erdem had already made the clothes. They were the script,” he said. “That was the challenge. We’d never done anything like that before. So together we collaborated and made this world and this little story.”

Further featured stars including actress Dame Harriet Walter, who plays a matriarchal, Miss Havisham-like role, and models Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward.

The film also debuts an exclusive new track by Years & Years, called Hypnotised. It will launch worldwide across social media, TV, YouTube and cinema. The Erdem x H&M collection will be available in selected H&M stores, as well as on HM.com, from November 2. There is also a making-of film below.

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Dior focuses on savoir faire with documentary look at J’adore fragrance

Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.

“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.

All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).

The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”

It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”

Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”

The documentary is complemented by a 60-second spot narrated by J’adore face, Charlize Theron. Released on TV in the US on Saturday, it has already received nearly five million views on YouTube.

According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.

Watch both the 60-second and 20-minute version of the film, below: