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Editor's pick film

Seven AW17 fashion films we can’t get enough of

Miu Miu AW17
Miu Miu AW17

A flurry of new fashion films launching for the autumn/winter 2017/18 season have seen us taken from New York to London, with the 1920s, a retro space age future and a tribute to Planned Parenthood thrown in. Here are seven to know about:


1/ Miu Miu

Taking us back to the 1920s is Miu Miu, featuring actress Naomie Harris and supermodel Kate Moss along others, heading to a film screening in New Orleans where they dance alongside the Preservation Hall Brass Band. Filmed with an old-school aesthetic, with fast-paced editing, representative of this jazz era, it was directed by Alasdair McLellan with creative direction from Giovanni Bianco.


2/ Chloé

To celebrate the opening of another store in London, Chloé created The Full English. Starring, Anna Brewster as the style vixen, Camille Charriere as the influencer, Christabel MacGreevy as the Firecracker and Izzy Bizu as the siren, it was directed by Sophie Edelstew, in collaboration with online magazine-meets-concept store Semaine. Capturing the zeitgeist of our time, the short tale mentions Instagram World Records, focuses in on the fussy eater and more.


3/ Gucci

The season really got going with Gucci and Beyond, a Star Trek-inspired campaign, directed by Glen Luchford under the creative direction of Alessandro Michele. It features everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures, as already reported.


4/ Moncler

Following on with the retro-future theme, Moncler presented Moonray, directed by Golgotha, under the art direction of Régis Tosetti. Set on a mysterious planet with a mysterious alien, it sees a boy and girl fighting to protect their Moncler jackets.


5/ Proenza Schouler

Proenza Schouler has taken the focus away from itself and is instead supporting Planned Parenthood of New York City with its seasonal campaign work. Directed by Hayley Weir, it stars the likes of Amber Valletta, Grimes, Hanne Gabby Odiele, Hari Nefe, Stella Tennant and more, all discussing their various experiences around sex and gender. The film serves as a call to action to support the US-based non-profit for sexual healthcare surrounding the Trump administration’s threat to remove its funding.


6/ Diane Von Furstenberg

Diane Von Furstenberg’s first campaign under Jonathan Saunders takes to the streets of New York to celebrate where the brand was founded. Shot by Oliver Hadlee Pearch and directed by Jonny Lu Studio, it praises the optimism, energy and unique characters found in the city, all the while Brooklyn-based poet Rachel Kang shares an exclusive piece of work as a voiceover.


7/ Stella McCartney Lingerie

While the mainline Stella McCartney campaign took us to a landfill site, the brand’s lingerie film is all about friendship. Model Kenya Kinski-Jones shares her thoughts on the subject all the while reminiscing about summer days, with her pals around her.

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business data digital snippets e-commerce film social media Startups sustainability technology

What you missed: Amazon’s big data ambitions and on-demand textiles, Facebook’s VR, a sustainability deep dive

Amazon's Echo Look
Amazon’s Echo Look

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Amazon’s big data fuelled fashion ambitions [TechCrunch]
  • Amazon wins patent for on-demand textile manufacturing [Retail Dive]
  • Facebook launches VR project Facebook Spaces [The Drum]
  • Tech tackles the fitting room [Racked]

BUSINESS
  • LVMH takes control of Christian Dior in $13 billion deal [BoF]
  • Hermès joins trend of accelerating luxury sales growth [Business Insider]
  • Kit and Ace shutters all stores worldwide, except in native Canada [Retail Dive]
  • Retail workers fight to get a cut in the era of e-commerce [Racked]
  • Debenhams unveils its turnaround strategy [The Industry]

SUSTAINABILITY
  • How to cut carbon emissions as e-commerce soars [Bain & Co]
  • Are fashion’s recycling schemes as effective as they seem? [The Fashion Law]
  • Is deadstock the future of sustainable fashion? [Fashionista]
  • The myth of closed-loop manufacturing [Glossy]
  • How much has actually changed 4 years on from the Rana Plaza collapse? [Refinery29]
  • Why is fashion still sleeping on all-natural dyes? [Fashionista]

SOCIAL MEDIA
  • How brands are finally cashing in on social with shoppable Instagram Stories and Snapchat ads [AdWeek]
  • Why does the term ‘influencer’ feel so gross? [Man Repeller]
  • Rue21, mode-ai launch virtual stylist with Facebook Messenger group feature [Retail Dive]

MARKETING
  • The state of data strategy in fashion and retail [Glossy]
  • Do podcasts make you wanna shop? [Racked]
  • John Lewis unveils experiential National Treasures summer campaign [The Industry]
  • Mytheresa.com teams with Miu Miu on capsule, fashion film [WWD]

RETAIL & E-COMMERCE
  • Macy’s and the survival of retailing [Bloomberg]
  • Why retailers are trying on showrooms [Retail Dive]

TECHNOLOGY
  • Amazon builds team for autonomous vehicle technology [AutoNews]
  • Burt’s Nature showcases the Burt of Burt’s Bees in VR [The Drum]
  • Estée Lauder’s augmented reality efforts focus on Europe [L2]

START-UPS
  • Walmart’s tech incubator hires co-founder of Rent the Runway [Bloomberg]
Categories
Editor's pick film mobile

Miu Miu partners with Miranda July on alternative messaging app, short film

somebody_miumiu

Miu Miu is continuing its Women’s Tales series with not just another short film, but an accompanying app.

This time in partnership with artist and filmmaker Miranda July, the ‘Somebody’ project is based on the idea of a “new way to communicate”.

“Texting is tacky. Calling is awkward. Email is old,” declares a statement from July. The app accordingly offers something different altogether – the opportunity for a third person to go and deliver your message for you. Users write what they want to say to a friend into the app as per normal, then using GPS to locate said individual, pick a stranger that is physically nearby (and also has the app) to verbally present it on their behalf.

Each stranger comes with photos and performance ratings to help in the selection process. The message also always starts with the sentence: “[Recipient’s name]? It’s me, [Sender’s Name]” — reminding the messenger to take on the identity of the sender. Essentially it’s like sending someone a script with performance directions included – you can even add emotions for the stranger to consider in their delivery, like [crying] or [longingly].

July came up with the concept based on memories of singing telegrams and the way romantic messages used to be delivered by friends at school. “I see this as far-reaching public art project, inciting performance and conversation about the value of inefficiency and risk,” she explained.

The write-up continues: “Half-app / half-human, Somebody twists our love of avatars and outsourcing —every relationship becomes a three-way. The antithesis of the utilitarian efficiency that tech promises, here, finally, is an app that makes us nervous, giddy, and alert to the people around us.”

The film (as below), which premiered at the Venice Film Festival this week, ties the concept of the app together, showcasing it in action with various groups of people. There’s a break-up, a marriage proposal, an argument and a particularly intriguing end-scene with a plant.

The app was developed with designer Thea Lorentzen and developers from Stinkdigital. Its launch comes with some official hotspots to encourage ‘critical mass’, including Los Angeles County Museum of Art, The New Museum (NY), Yerba Buena Center for The Arts (SF), Portland Institute of Contemporary Art, Boston Museum of Fine Arts, The Walker Art Center (Minneapolis), and Museo Jumex (Mexico City).

Categories
digital snippets social media

Digital snippets: Michael Kors, Rebecca Minkoff, Vivienne Tam, Marc Jacobs, Zac Posen

From New York to London, and everything in between, here’s a mega round-up of all the latest stories surrounding fashion and tech…

MarcJacobs_mjdaisychain

  • Rebecca Minkoff gives inside look at fashion week with Keek app [Mashable]
  • Vivienne Tam’s WeChat partnership delivers NYFW front-row access [Jing Daily]
  • Marc Jacobs opens fashion week pop-up that accepts Tweets as payment (as pictured) [Fashionista]
  • Zac Posen curated a Spotify playlist for his new lookbook [Styleite]
  • Alexander Wang showed colour-changing clothes during fashion week [Technical.ly]
  • Warby Parker tops list of top 10 retail innovators [Fast Company]
  • London Fashion Week: Nokia and Fyodor Golan create ‘world’s first’ smart skirt [Marketing]
  • Net-a-Porter puts its fashion sense on paper in new print magazine [BrandChannel]
  • Miu Miu unveils ‘Spark and Light’ short film [WWD]
  • Sass & Bide launches 360-degree shoppable ad [PSFK]
  • Bloomingdale’s hosts live-styling event on Instagram to drive interaction [Luxury Daily]
  • The new Moda Operandi app is like Tinder for designer clothes [NY Observer]
  • Instagram is shaping up to be the world’s most powerful selling tool [Forbes]
  • Seven ways retailers are embracing tech, from body scanning to digital wallets [AdAge]
  • What’s so alluring about a woman known as Man Repeller? [NY Mag]
Categories
film

Prada, McQueen, Lanvin, Belstaff, Miu Miu launch SS14 campaign films

miu-miu-spring-2014-campaign

It’s been a bumper start to the week in terms of spring/summer 2014 film releases. Here are five of the big ones:

  1. Prada

    Prada’s spot sees a bevy of models all acting as spectators at various different events – tennis, the cinema and a gig – so that shortly you realise they, in fact, are the spectacle. It was shot by Steven Meisel.

  2. Alexander McQueen

    Alexander McQueen’s short film is a haunting narrative starring Kate Moss as an otherworldly woman with sulphur yellow hair. Captured by Steven Klein, it follows the model as she is eerily being filmed by a tatooed stranger. A voodoo doll version of her can also be seen in the spot, and replicated in the print ads.

  3. Belstaff

    Belstaff’s relationship with David Beckham makes headway with a 90-second spot set in the English countryside. The star is seen zipping through fields on a motorcycle alongside friends “with a shared thirst for adventure”. It was shot by Hopi Allard, while the full campaign was captured by Peter Lindbergh.

  4. Lanvin

    Lanvin has captured sounds from its spring/summer shoot and overlaid them on its seasonal campaign film. Whisperings such as: “I think it is one of the most exceptional things I’ve ever tried,” and: “It’s my finest work,” can all be heard. Steven Meisel is also behind this one, with creative direction from House and Holme’s Ronnie Newhouse and Stephen Wolstenholme.

  5. Miu Miu

    Miu Miu’s is a personal favourite. Launched at the end of last week, it stars young actresses Elle Fanning, Bella Heathcote, Lupita Nyong’o and Elizabeth Olsen in what’s referred to as a “techno interpretation of the SS14 collection”. Inspired by video game speed and sounds, it was directed by Inez & Vinoodh, and edited by Otto Arsenault.

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digital snippets film Uncategorized

Digital snippets: Givenchy, Miu Miu, Chanel Boy, 7 for all Mankind, Gap, M&S

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

 

  • Liv Tyler cover INXS song for new Very Irrésistible Givenchy Electric Rose fragrance ad (as above) [YouTube]
  • Woman turns into a dress in Miu Miu’s new short film [The Cut]
  • Alice Dellal stars Karl Lagerfeld’s short 1920s-inspired silent film for Chanel Boy [Fashionologie]
  • First episode of 7 for all Mankind’s James Franco-directed video series starring Lily Donaldson, launches [7 for all Mankind blog]
  • Gap uses bloggers for new Styld.by digital catalogue [PSFK]

 

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film Uncategorized

A pick of the best AW11/12 campaign films

Amid the fasion week madness, here’s a little respite with a highlight of 10 of the best autumn/winter 2011/12 campaign films:

1. Lanvin’s madcap dancers

2. Mulberry’s CGI woodland feast

3. Hermès by Nick Knight

4. Vanessa Bruno’s haunting yet beautiful portrayal of Kate Bosworth

5. Dior Homme’s The Wanderer, an eerie depiction of an isolated surburbia

6. Alexander Wang’s dark tale in an abandoned Brooklyn grain factory

7. Miu Miu’s Muta, the second film in its Women’s Tales series

8. Donna Karan’s The Power of a Woman

9. Emanuel Ungaro’s Cinq à Sept by Ruth Hogben

10. Mugler’s Gaga / Zombie boy collaboration

Categories
digital snippets Uncategorized

Digital snippets 08/04

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

  • Mary-Kate and Ashley Olsen to launch personalised shopping website, StyleMint.com [The Cut]
  • Miu Miu unveils new e-store in US, Japan and across Europe [FTape]
  • Behind the scenes with the celebs in H&M’s new Fashion Against AIDS campaign [Interview]
  • Style.com to launch print edition [Adweek]
  • Twitter to offer brand pages in the same vein as Facebook [Marketing]
  • Living Social valued at $3bn after funding round [Dealbook]
Categories
film Uncategorized

BoF – top 10 fashion films of the season

The Business of Fashion has revealed its top 10 fashion films of the season, with Prada’s spring/summer 2011 campaign leading the charge.

Also featured is Tom Ford’s spring 2011 show; Chanel’s robots in Here Comes The Beauty Pack; Gareth Pugh’s film from Pitti Immagine created by Ruth Hogben; and Seven Henrietta Street by Kate Spade New York.

Anatomy of Change for House of Mugler Menswear takes the number six spot – featuring tattooed “zombie” Rick Genest, with a soundtrack by Lady Gaga.

And rounding off the top 10 is Vanessa Bruno’s Miracle; Spying on Kate Moss, a film from on the set of the autumn/winter 2010/11 Balmain campaign featured on NOWNESS; Miu Miu’s The Powder Room; and Net-a-Porter’s Bag Guide.

Check them all out alongside the BoF’s full write up, here.

1. Prada S/S 201