Categories
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.

Categories
business Comment Editor's pick social media

How Hermès is winning with creative online content

Hermes

This year’s list of the 100 most innovative companies, according to Forbes, sees French luxury brand Hermès sitting at number 13. The list is determined by measuring which companies trade at a level incongruous to their underlying financials and assets, leading to an Innovation Premium (IP).

Hermès set a record last year, reporting an operating profit of $1.69 billion with $5 billion in sales – the fastest growing business in its industry over the past six years. In fact the only others categorised as ‘luxury goods’ on the list from Forbes are Li & Fung at 41 and Luxottica Group at 51.

Unlike a great number of its counterparts, Hermès has created desire coupled with mystique that even in today’s digital age it has managed to maintain. Doing so can be attributed to much more than just the elusiveness of its famous handbags however, and one such way is the creativity it defers to online.

While Burberry might be shouted about as a digital pioneer or Chanel heralded for its elegant YouTube channel, not to mention statement-worthy catwalk shows, Hermès should be regarded for the creative content it is pushing out across channels. It regularly, and always quietly, releases everything from quirky illustrated videos to pop-up e-stores that tick every box associated with the brand craftsmanship it is engaged in, setting it apart from many others in the space.

An article in the September 8, 2014 issue of Forbes magazine accompanying the list highlighted the fact Hermès doesn’t have a marketing department. “Why should it? McKinsey doesn’t have a consulting department nor does Microsoft have a software department. Marketing is Hermès’ core business,” writes author Susan Adams.

She quotes the company’s CEO, Axel Dumas: “Our business is about creating desire. It can be fickle because desire is fickle, but we try to have creativity to suspend the momentum.”

Read the full story via Forbes where several examples of such creativity in action can be seen. Here’s a sneak preview…

Categories
film Uncategorized

Hermès opts for playful with sports-themed stop motion campaign films

If there’s one way to bring a touch of character to a French luxury house, it’s with a series of stop-motion animated films filled with nothing but props and accessories.

Enter then Hermès, which has released a total of four short spots featuring classic items from the company (scarves, ties, homeware) alongside sports-themed equipment that comes to life to beautifully show off the eccentric, playful and quirky nature of the brand.

China plates play ping pong while handbags spectate for instance (as above), or pairs of shoes are seen emerging from a picnic basket and leapfrogging one another (as below). The croquet spot then features silk ties coiling into hoops through which the balls travel, and in “No Sport”, pétanque balls are seen delicately snoozing on cushions under a tree (both also below).

The films were directed by Simon Cahn and are part of the brand’s spring/summer 2013 “Long Live Sport” campaign.

An interactive segment of the Hermès website has also been released, which invites users to navigate an illustrated garden map to find the sporting activity, and accordingly the video, of their choice.

 

 

 

Hermes_longlivesport2

Categories
social media Uncategorized

Vogue Paris tells #storyof1million Twitter followers with dedicated microsite

French Vogue has celebrated reaching one million followers on Twitter by launching a microsite dedicated to its digital history.

Storyof1million – available in both French and English – is an interactive experience featuring highlights of the @VogueParis Twitter handle, through images, music and video.

It documents over four years of coverage; from launch on September 4, 2008 to today. Its first ever tweet read: “Retrouvez dès le 5 septembre les télégrammes de Vogue.com en direct de la fashion week de New York” (See our Vogue.com telegrams from New York Fashion Week from September 5).

Sarah Herz, director of Condé Nast France’s digital operations, explained it as “a unique digital narrative with over 400 elements, created entirely by the editorial staff to celebrate the site’s most exciting and pivotal moments yet”. She added that the initiative was designed to express the magazine’s deepest gratitude to all the followers, fans and celebrities that have supported it.

The one million mark makes Vogue Paris the most followed French publication on Twitter. It continues to tweet from behind-the-scenes with its editorial team, covering everything from exclusive interviews to fashion week shows, news exclusives and after-party snippets.




Categories
social media Uncategorized

Balmain joins Twitter and Facebook

Another luxury label has succumbed to social media! Balmain announced its arrival on both Twitter and Facebook this morning, providing fans with an inside look at what goes on at the 67-year-old French fashion house.

Image-drive on Facebook, it will post everything from runway and backstage shots, to ad campaigns and editorial spreads. There is also access to much of the design archive dating back to the 1940s in Paris. Twitter meanwhile plays host to daily news from the company as well as insights from its new 25-year-old creative director, Olivier Rousteing.

“We have product and pictures and creations to show, and we’re ready to communicate with the followers,” said chief executive officer Emmanuel Diemoz, reports WWD. He explained that there’s been huge demand for information surrounding the brand, but it’s been kept very closed to the consumer. “Now we have all the key items to be able to do it properly and in the best way.”

“You will be able to see everything, from our inspiration, to detail of the clothes,” said Rousteing in an introductory video (as below). He added that he’s looking forward to obtaining real-time feedback: “It’s an experience. I will reply, and be the first to check it and see if there are a lot of ‘likes’.”

Categories
film Uncategorized

Hermès taps into heritage and craftsmanship with digital launches

Hermès has launched a fun campaign through its Paris Mon Ami blog that engages with its fans while promoting the heritage of the company.

The ‘My Horse And I‘ initiative, encourages consumers to upload pictures of themselves with their favourite bangle or scarf alongside their equestrian best friend – be it hobby horse or real thing.

“Share your adventures, your friendships and your style,” reads the post dedicated to the search.

Meanwhile, the French luxury brand also has a microsite called Hearts and Crafts that provides an inside look at the making of its goods and those responsible for them.

10 employees are featured ranging from leather cutters to glass-makers, a jeweller and a colourist. Each one is profiled in a short video.

The site is based on the brand’s 48-minute feature film of the same name, created by Frédéric Laffont and Isabelle Dupuy-Charant. It was released in select theatres last year.