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Editor's pick film

Wang teases H&M collaboration with badass video campaign

This post first appeared on WGSN.com/blogs

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H&M is marking the launch of its Alexander Wang designer collaboration with the release of an interactive campaign film dedicated to the activewear-inspired line.

The two-minute spot opens on Wang himself setting the timer on what looks like a miniature fortress within a control centre. He places a flag on the top of the rotating stand before the camera spins to a futuristic-inspired locker room. Inside, football star Andy Carroll appears alongside models including Natasha Poly, Isabeli Fontana, Raquel Zimmermann and Joan Smalls, while a voiceover counts down to zero revving the contestants up for their challenges ahead.

Filmed in an underground theatre in Islington, London, the spot has the aesthetic of movie Divergent, with the narrative tied to something out of The Hunger Games. Each of the stars begin to prove their fighting spirit in a series of athletic moves – scaling walls like Parkour runners, back flipping like a gymnast, riding a wooden snowboard through a blizzard, whizzing away on a motorcycle, somersaulting through a brick wall and more.

“We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge,” said Wang.

Every now and again the camera switches to a first person perspective as though placing the viewer in the middle of an interactive video game. The real interaction however comes on the HM.com site, where individual looks in the video can be explored in more depth. A symbol hovers over certain frames in the film enabling the user to click for a close-up moving image of the model in question. Each time a new look appears on the screen, a small box bottom right also pops up from which a still of the model and details of the garments can be seen (as pictured below).

The video follows a presentation of the collection in New York last week that included a fully-fledged catwalk show complete with acrobatic performances.

The collection will be available on November 6, 2014.

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Categories
digital snippets e-commerce mobile Uncategorized

Digital snippets: Neiman Marcus, YSL Beauté, Mercedes, Nike, Revlon

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Neiman Marcus app syncs shoppers and sales staff [Mashable]
  • Yves Saint Laurent Beauté launches limited edition make-up palette on Facebook [Web&Luxe]
  • Joan Smalls stars in latest Mercedes fashion campaign (as above) [Telegraph]
  • Revlon charts new digital course [WWD]
  • Luring online shoppers offline [NY Times]
  • Comment: Luxury must become interactive to survive [Wired UK]
  • Fashion industry aims to corner the Chinese market with Weibo [Fashionista]
  • Four rules for luxury brand mobile marketing [Mashable]
Categories
technology Uncategorized

Twitter hashtag accompanies new Vogue Italia cover

It’s great to see the new cover of Vogue Italia not only featuring black supermodel Joan Smalls, but a tech reference with the now universal Twitter hashtag.

#OVERTHETOP is the only line accompanying the image of Smalls, shot by Steven Meisel, for the March issue of the magazine.

Vogue Italia – frequently referred to as somewhat savvy when it comes to digital initiatives – also released a series of GIFs shot by Meisel called “Haute Mess”, as a preview of the issue. See the one featuring Smalls below, and click here for more.