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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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Campaign films from Prada, Victoria, Victoria Beckham and T by Alexander Wang

There have been some great spring/summer 2012 video releases this week.

First up is Prada’s Steven Meisel campaign featuring Natasha Poly, Ymre Stiekema and Katryn Kruger. Based on a 1950s Americana-theme, it’s set in a gas station complete with retro cars, killer heels and oversized sunglasses. Thelma & Louise eat your heart out.

Prada calls it a “post-modern crossroads of new horizons and economic fulfilment, a stage set where fashion, fantasy and the promise of new discoveries collide”. The musical mash-up comes courtesy of Tobacco, Sleigh Bells, Duck and Cover, Tom Recchion, and Ariel Pink…

 

Victoria Beckham meanwhile has introduced her new diffusion line, Victoria, Victoria Beckham, with a quirky film by Quentin Jones.

The stop-motion spot sees a model darting between cute illustrations, paper cutouts and the odd nod to the feline friends featured in the collection…

 

And last but not least is that from T by Alexander Wang. It features South African hip-hop group Die Antwoord, and doubles up as a promo clip for the duo’s “Fatty Boom Boom” single from their new album, Ten$ion.

“I am part of a generation that grew up with MTV, and obviously with music, and having it all work together made it a really fun project,” said Wang

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Roberto Cavalli campaign: behind-the-scenes

Roberto Cavalli has released a behind-the-scenes video of its autumn/winter 2011/12 campaign starring Natasha Poly, Karen Elson and Mariacarla Boscono.

Shot by Mert Alas and Marcus Piggot in Black Park near London, the campaign was inspired by nature and encompasses a somewhat mystical feel.

“I think it’s very haunting and bewitching. There’s a definite mystery and fantasy about the campaign,” says Elson in the film. “The mood of it is very poetic, in a spooky sense. It’s beautiful.”

Creative director, Eva Cavalli also features.

The soundtrack to the video also features the models’ voices, and was mixed exclusively by DJ Nick Corline.