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Campaigns Editor's pick

LVMH opens 56 Maisons to public in latest heritage push

Fendi will be opening its Rome HQ, Palazzo della Civiltà Italiana, to the public
Fendi will be opening its Rome HQ, Palazzo della Civiltà Italiana, to the public

For three days in October, LVMH will be opening 56 of its Maisons to the public as part of the fourth iteration of Les Journées Particulières.

The program, which will span across four continents and 14 countries, aims to showcase the expertise and creativity of its many artisans, as well as reinforce the cultural heritage of the houses under the luxury group. In order to showcase their unique identities, Houses will host events such as workshops, tours and designer and artisan meet-and-greets.

“Les Journées Particulières was designed to embody our Houses’ hospitality and energy, and echoes the vital role that the act of transmitting plays for the LVMH Group: our aim is to share our diverse heritage, extensive savoir-faire and concrete innovations,” says Antoine Arnault, CEO of Berluti, chairman of Loro Piana and founder of Les Journées Particulières. “This unmatched event has stepped up to the mark; each edition involves a growing number of Houses, talents and visitors, making this 4th edition a global celebration of the world of art, and craftmanship.”

From October 12-14, visitors will be able to partake in distinctive experiences across venues in countries such as Germany, the US, Argentina, New Zealand and Australia. By visiting a microsite, participants will be able to choose from a selection of 77 venues, many of which have never been open to public before. This includes all categories across the LVMH portfolio, from fashion and beauty to wine and luggage.

Brands participating for the very first time include Benefit Cosmetics in San Francisco, Les Tanneries Roux in Romans-sur-Isère, Rimowa in Cologne and the T Fondaco Dei Tedeschi by DFS in Venice. Moreover, brands that have participated in previous editions will be offering new experiences, such as the chance to visit the Louis Vuitton prototype workshop in Paris and an exclusive tour of La Colle Noire, which was Christian Dior’s last residence, in Montaroux, in the south of France.

LVMH 'Les Journées Particulières'
LVMH ‘Les Journées Particulières’

The program is heavily supported by a digital campaign that will help promote the luxury group’s desire to share its history and artistry with a wider audience. An interactive campaign will be launching ahead of the open days in September, and will include “Confidences Particulières”, a series of podcast episodes introducing the creative talents behind the Houses.

“Every day at LVMH, our Houses’ talents make a difference as they embody the core values behind the Group’s success: excellence, entrepreneurship, creativity and innovation. “ says Bernard Arnault, chairman and CEO of LVMH. “The Journées Particulières is a unique event which showcases our artisans’ passion for creativity and their trades, and where the general public is able to meet the Houses’ talents. The event is an invitation to discover exceptional venues and carefully-preserved savoir-faire.”

Future visitors can pre-register on the aforementioned microsite from September 24-30. Registered users will be given priority access for themselves and up to three guests.

For this iteration of Les Journées Particulières, the addition of more Houses is an indication that luxury labels are increasingly more willing to open up their traditionally guarded gates. As luxury – and aspirational – consumers demand a story behind the brands and goods they consume, the industry is beginning to develop new tools and services that cater to that exact need.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Editor's pick film

Storytelling reaches new heights for Burberry’s festive campaign

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry

Burberry has released a cinematic trailer for its holiday campaign – a three-minute film that reimagines key events in its history and leaves us wanting more.

The Tale of Thomas Burberry, as it’s called, taps into the heritage of the brand and its founder, nodding towards the technical capability of the gabardine fabric he develops as well as a fictional love story underpinning the building of his company.

The result: a solid piece of storytelling that does indeed leave the viewer wanting to watch the full-length version of the film. We might know about the resulting success of the brand, but what about the personal life of Burberry himself? Beyond being an inventor, what were his relationships with the explorers and soldiers he outfitted? Did he really fall for another woman after he was married? And what about those thought of his father in his head? It has all the markings of something ready for the big screen.

Written by Matt Charman and directed by Asif Kapadia, the film sees Domhnall Gleeson playing Burberry, with Sienna Miller as his fictional first love. There’s also Dominic West playing Sir Ernest Shackleton, the pioneering polar explorer who wore Burberry gabardine for three Antarctic expeditions. And Lily James as pilot Betty Dawson, a fictionalised character inspired by the real life achievements of Betty Kirby-Green, who broke the world record in 1937 for a return flight from England to Cape Town in an airplane named “The Burberry”, dressed in Burberry.

The real life moments in the film include Burberry’s invention of the weatherproof fabric gabardine, dressing the military, and outfitting polar explorers and pilots.

“This Christmas, as we celebrate our 160th anniversary we wanted to tell the story of Thomas Burberry – pioneer, inventor, innovator, and the man behind the iconic trench coat – in our own words. The film we have made is a brief glimpse inspired by his full and extraordinary life, which threaded its way through the history of the twentieth century in all its tumultuous highs and lows… We feel very proud to be sharing The Tale of Thomas Burberry this Christmas – his spirit and his vision are still at the heart of everything we do at Burberry today,” said Christopher Bailey, Burberry’s chief creative and chief executive officer.

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry

Kapadia added: “The aim was to make a trailer for a film that we haven’t actually made. So to bring together all these epic moments of life, death, birth, love and relationships, and to go through time and to have various characters that would appear and reappear – it was about finding these epic movie moments that would then make the trailer.”

The film was shot primarily at Shirburn Castle in Oxfordshire. They team even created replica gabardine tents, made at Burberry’s Castleford factory in Yorkshire, for the exploration scenes.

Shorter edits of the film will appear across Burberry’s social platforms, as well as across digital and cinema advertising. There will also be stills of the cast members and key moments from the film used in print and out-of-home ads.

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry
Categories
social media technology

Fabergé fans to create digital portrait animations at Harrods

Fabergé Cinescope - Firebird in Cage

Fabergé is set to host a heritage-inspired digital installation in Harrods as part of its Easter-themed pop-up from April 1 – 21.

The ‘Fabergé Cinescope’ will enable visitors to try on jewellery via a digital mirror and then create a one-of-a-kind animated portrait of themselves that can be shared across social media.

These portraits are based on a Victorian novelty concept – the trompe-l’oeil optical effect created by placing two images on either side of a disk and rotating them quickly to make them look like one (as per the video below).

Fabergé says marrying innovation with tradition is always its aim, and in this case its “transforming a period toy into a digital-age concept”.

The initiative is being run in collaboration with Russian style icon Miroslava Duma. It will also see the story of the Fabergé jewellery house retold via the Harrods windows, and an ‘Egg Bar’ showcasing the iconic precious egg pendants. An exhibition space will present other historic pieces from the brand, including the original 1901 Fabergé Apple Blossom Egg never seen before in the UK.

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film Uncategorized

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:

 

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Uncategorized

Chloé unveils final letter in digital archive, invites sharing with bespoke invitational tool

Chloé sent its fans a symbolic kiss with the release of the final letter in its alphabet-based digital archive today.

Appropriate for the forthcoming holiday period, the “X”, like each of the other letters before it, comes with online content relevant to the history of the French fashion house. In this case, it’s a specially-commissioned track called “I follow you (Melo’s Chloé Christmas Kiss Mix)” by Paris-based singer Melody Prochet of Melody’s Echo Chamber (embedded below).

“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.

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film Uncategorized

Chloé launches digital archive for 60-year celebration

Chloé is celebrating its 60th anniversary with an interactive digital archive to accompany its Chloé.Attitudes exhibition at the Palais de Tokyo in Paris.

The Alphabet, as it’s called, is an online exploration of the French fashion house’s heritage from 1952 to current day. Created by digital agency Guided Collective, it plays on the idea of founder Gaby Aghion’s own naming of her collections and garments, taking each letter of the alphabet and assigning it a relevant theme.

The first five letters were, unsurprisingly, C H L O and E. They launched simultaneously last week with a short film each (shown below) directed by Poppy De Villeneuve, Julie Verhoeven, Kathryn Ferguson, Stéphanie Di Giusto and Mary Clerté, who interpreted the themes of counter-couture, horses, light, O (roundness) and embroidery respectively.

The rest of the archive letters will be brought to life with further documentary films, previously unseen imagery, past advertising, sketches and collection references, editorial and even specially-commissioned music.

“Individually [they tell] a fragment of the story; collectively [they form] a mosaic of Chloé’s iconic moments, inspirations and heritage,” reads the write-up.

A new letter is currently launching every other day, revealed by a famous blogger worldwide before appearing on The Alphabet microsite. Once they are all live, users will be able to send friends an invitation featuring their own version of the heritage, relative to the letters that make up their name.

Referred to as playful, immersive, imaginative and compelling, the site is available in six languages worldwide and across multiple devices.

The Chloé.Attitudes exhibition opened on September 29 and runs until November 18.

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.