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Editor's pick film

Animated short from Dolce & Gabbana tells the tale of sourcing the perfect rose

Dolce Rosa Excelsa: A Fairytale
Dolce Rosa Excelsa: A Fairytale

Dolce & Gabbana is sharing the composition of its Dolce Rosa Excelsa fragrance through a short animated fairytale.

The 60-second clip sees the Queen of Sicily sending her two princess daughters off on a quest to source the perfect rose. One goes to South Africa where she discovers the African Dog Rose, the other to Turkey to find the Turkish Rose Absolute.

Both are then combined into the scent alongside top notes of lively neroli leaves and papaya flowers, dissipating into a floral bouquet of white water lily and white daffodil, and warm musky base notes of cashmeran and sandalwood.

The film closes on an image of the real Dolce Rosa Excelsa bottle.



This latest video follows a launch campaign for the fragrance earlier this year starring Academy Award winning actress Sophia Loren and two other Italian Oscar winners: director Giuseppe Tornatore and composer Ennio Morricone.

It tells the tale of a mother and her five sons returning to and restoring their ancient family home in Sicily. The town joins to celebrate its return to its former glory, whereupon a freshly picked rose symbolises the fragrance to follow.


Categories
film technology

Jean Paul Gaultier releases new 360-degree virtual fragrance experience

Jean Paul Gaultier's 360-degree virtual #BetheDrop fragrance campaign
Jean Paul Gaultier’s 360-degree virtual #BetheDrop fragrance campaign

Jean Paul Gaultier has released a second set of 360-degree videos tied to its fragrance business. For the launch of Classique and Le Male Essence de Parfum, the brand is inviting fans to explore the perspective of being a single drop belonging to the scents, exploring them as though within the bottle itself.

#Bethedrop, as the campaign is called, takes the user on an immersive journey through different notes in the fragrances, from fresh wood in Le Male to spicy chantilly in Classique. They are able to control their perspective throughout both virtual films, rotating the view left and right as well as up and down. Each of them end on an outside perspective looking back at the bottle.

They are viewable on both the brand’s website as well as on its YouTube channel (as below). They also follow a previous campaign from the brand earlier this year called #BetheBottle, which provided a slightly racier view from the perspective of the bottle while models posed and cavorted alongside.

Other fragrance and beauty brands playing in the virtual reality space include Charlotte Tilbury, Benefit and Dior. Within fashion and retail it has spanned Tommy Hilfiger, Rebecca Minkoff, Topshop and JC Penney.

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business data digital snippets Editor's pick film product social media Startups technology

What you missed: Fashion-tech education, Burberry’s see-now buy-now plans, Dior bags on WeChat

Burberry see-now buy-now fashion
Burberry’s first see-now buy-now campaign

One of the most interesting things about taking a decent summer break, and particularly one in August, is observing what happens during that time. Traditionally still the month that most of Europe closes down, it is also the time just before fashion weeks begin again and therefore the perfect opportunity for quiet on the news front full stop. We’ve certainly noticed that with regards to digital campaigns or tech stories over the past six years that Fashion & Mash has been running. And yet, not so much this year…

August 2016 proved busier than ever in terms of news in this space, ranging from Burberry’s new see-now buy-now campaign to Kate Spade’s wearables launch, Dior’s WeChat moves and various new high-tech store openings. What that does of course is continue to prove the relevancy of this world to the industry’s growth and success.

Read on for a full breakdown of what you might have missed…

PS. We’ve rebranded our regular “Digital Snippets” series to this “What you missed” feature in a bid to bring you a broader range of relevant stories, as well as a breakdown by category to make your consumption that much easier. Note: this version includes a month’s worth of links – normal weekly service will now resume. 

PPS. A new must-read site/newsletter in this space is LeanLuxe – edited by Paul Munford, and providing “stories, analysis, and opinion on the world of modern luxury business”.


TOP STORIES
  • Fashion needs a more robust approach to technology education [BoF]
  • Burberry reveals campaign it hopes will woo shoppers to first ‘straight-to-consumer’ collection [The Drum]
  • Dior in first with luxury WeChat handbags [China Daily]
  • Consumers prefer see now, buy now, wear now model, says Verdict [The Industry]

BUSINESS
  • Luxury armageddon: Even Chanel takes a hit as sales and profits plunge [Trendwalk]
  • Gucci among world’s hottest fashion brands, while Prada cools [BoF]
  • Prada sales slide as weak demand weighs on luxury-goods maker [Bloomberg]
  • Macy’s to shutter 100 stores as online players pressure brick-and-mortar [WWD]
  • How Demna Gvasalia is revolutionising Balenciaga from the inside out [Vogue]

SOCIAL MEDIA
  • Burberry sponsors Snapchat Lens for My Burberry Black launch [The Industry]
  • For Kit and Ace, Snapchat doubles as a TV channel and customer service assistant [Digiday]
  • Nike and others dive into Instagram Stories: why marketers already like it better than Snapchat [AdAge]
  • While some retailers ignore Snapchat, others are killing it with lens and geofilter ads [AdWeek]
  • Snapchat found a way to bring its ads to the real world [QZ]
  • Burberry becomes first luxury brand to personalise on Pinterest [Marketing Week]
  • Grindr officially gets into the menswear game [Fashionista]
  • Chatbots are thriving on the Kik chat app [Business Insider]

RETAIL
  • Westfield’s new World Trade Center mall puts in-store tech centre stage [Glossy]
  • Sephora’s Chicago store has new, high-tech look [Chicago Tribune]
  • After digital spree, retailers spending on stores again [WWD]
  • Malls aren’t dying. They’re changing [Racked]
  • Retailers look to high tech to engage visitors to their store [Journal Sentinel]
  • London is getting the first YouTube store, where online video stars can sell merchandise to the public [PSFK]
  • Retailers like J Crew are obsessed with data. (And it’s killing your shopping experience.) [LeanLuxe]
  • Neiman Marcus launches high-tech sunglass try-on mirror [WWD]

ADVERTISING
  • Watch Spike Jonze’s electrifying short film for Kenzo [Dazed]
  • Kate Hudson makes her new Fabletics spot ‘feel like you’re scrolling through her Instagram feed’ [AdWeek]
  • Cotton Inc.’s interactive video ad lets viewers determine how a day plays out [AdWeek]
  • L’Oreal celebrates diversity and targets men with new ‘Truly Yours’ positioning [The Drum]

TECHNOLOGY
  • Fashion’s fourth industrial revolution [BoF]
  • Kate Spade’s new wearable tech collection is fun and full of personality [Wareable]
  • Wearable technology: Amazon’s next big step? [Trendwalk]
  • Adidas ups athleisure-technology ante with Atlanta Speedfactory announcement [Trendwalk]
  • What 3D printing means for fashion [BoF]
  • Why STEM subjects and fashion design go hand in hand [The Conversation]
  • Athleta goes beyond wicking with new technical fabric [Glossy]
  • Cotton Inc. bonds with Nanotex on Dry Inside technology [WWD]
  • The MIT lab that’s quietly pioneering fashion for everyone [Co.Design]

START-UPS
  • Ignored by LVMH, Richemont, and Kering, modern luxury upstarts gain traction with Silicon Valley [LeanLuxe]
  • Eureka! John Lewis’ TrueStart deal to boost brave new tech world [Trendwalk]
  • This New York-based start-up accelerator is supporting the next generation of retail disruptors [Fashionista]
  • Topshop throws its weight behind wearables [Co.Design]
  • Start-ups in Target’s Techstars accelerator race to finish line [Star Tribune]
Categories
Editor's pick film

Chanel nails storytelling with epic Baz Luhrmann and Gisele No.5 fragrance campaign

This post first appeared on WGSN.com/blogs

chanel

Big budget fragrance campaigns aren’t of course a new phenomenon, but they do continue to be the strongest examples of the fashion industry pushing storytelling.

From Dior to Calvin Klein, there are numerous iconic tales from over the years that are easy to recall, and equally associated with the perfumes they’re promoting. But it’s perhaps Chanel No.5 that’s managed to be the most memorable of them all.

Placing Brad Pitt to one side, Baz Luhrmann’s Moulin Rouge-inspired spot starring Nicole Kidman is a particularly strong example of narrative. But that was, would you believe, now 10 years ago.

Enter then, Gisele Bündchen as the latest Chanel muse in a new campaign for the brand once again directed and produced by Luhrmann.

The One That I Want, as it’s called, sees the Brazilian supermodel captured on Long Island, New York in an incredibly cinematic series of frames that somewhat reference The Great Gatsby (Luhrmann’s adaptation of which was released in 2013).

This is no 1920s setup however, but a modern take on a woman who has a job, a relationship and a child. Accordingly, it’s about how she balances those responsibilities. Luhrmann said it was actually very reflective of Gisele herself. “This woman has a child, a real job and then she has this relationship. Gisele is the Chanel woman now.”

Set to a slow cover of Grease classic The One That I Want by Lo-Fang, the three-minute film opens with Gisele surfing in front of her Hamptons beach house. Actor Michiel Huisman, who is known for his role as Daario Naharis in HBO series Game of Thrones, solemnly watches on in a scenario that makes the viewer assume there’s been an argument between the two lovers.

He seems to catch her attention before leaving her a note in the house and disappearing off in his chauffeur-driven car (noticeable touches of luxury flow throughout). Gisele continues with her day, from spending time with her child as she gets ready, to heading into the city for a photo shoot, before she finally reads the note her partner left for her. Tears welling up in her eyes, she hurries to meet him and make-up, in the venue where Lo-Fang is performing.

As Luhrmann tells Vanity Fair: “Having it all does not come easily. That’s the film—it isn’t all just pretty smiles and flowers. I wanted there to be, they are having an argument, it’s not going well. I hope you get it from the trailer that there’s a relationship and it’s shaky.”

The emotion box is certainly ticked. It’s a heartfelt tale that makes you believe in the woman behind it. Luhrmann describes it as a trailer for a movie that never got made. Arguably, and as with Kidman back in 2004, it suggests at one that could be, which quite honestly is what every ad should feel like.

Bonus info: if you didn’t spot it, Chanel launched its Instagram account this week in celebration of the launch of its new No.5 film too. Check it out via @chanelofficial with the 1.8 million other followers already signed up.

chanel_gisele

Categories
film mobile social media

Harmony Korine directs new wonDiorland film

wondiorland

Dior has teamed up with director Harmony Korine for a new short film for its Dior Addict fragrance.

The Alice in Wonderland-inspired spot features model Sasha Luss stepping through a mirror and into a luscious world of flora and fauna offset only by the heavy beat of Die Antwoord’s track, Enter the Ninja.

The film ties to a wider campaign referred to as wonDiorland, which includes a dedicated Facebook page filled with additional content, and a mobile activation referred to as a “sensorial experience”. That experience invites the user to connect their smartphones and desktops by entering a four digit pin on the latter – from there they can explore the content by touch, swiping through a variety of additional footage, insight on the inspiration and behind-the-scenes information.

The experience is designed to reflect the mirror Luss is seen stepping through, the page reacting as though pulsating to the user’s touch and activating dream-like pieces of content on the larger screen.

Korine was last seen in the fashion world directing somewhat of a controversial spot for Proenza Schouler.

Categories
film

Chanel places big ad spend around Monroe N°5 ad

The latest ad for Chanel N°5’s  starring old footage of Marilyn Monroe is getting an enormous amount of TV airtime in the run-up to this year’s holiday season. Gift inspiration one might assume…

The 30-second spot is based on a newly-discovered recording of Monroe from 1960 talking to Marie Claire editor-in-chief, Georges Belmont. Explaining her famous quote of only wearing Chanel N°5 to bed, as per her 1952 interview in Life magazine, she says: “You know, they ask me questions. Just an example: ‘What do you wear to bed ? A pajama top? The bottoms of the pajamas? A nightgown?’ So I said, ‘Chanel N°5,’ because it’s the truth… And yet, I don’t want to say ‘nude.’ But it’s the truth!”

The ad is accompanied by archive footage of the late actress. It follows on from the French fashion brand’s ‘Marilyn and N°5 – Inside CHANEL‘ film in 2012, which explains the history of the star’s relationship with the fragrance, and also airs the recording. This two-and-a-half minute spot has had over two million views on YouTube.

Chanel will also launch a print campaign this season based on an archive image of the star posing with a bottle of the perfume shot by Ed Feingersh.  

MarilynMonroe_ChanelNo5

Categories
film

Calvin Klein goes cinematic with new Rooney Mara ad

 

Actress Rooney Mara stars in a new video campaign for Calvin Klein in her role as the face of the brand’s Downtown fragrance.

Shot by director David Fincher (of Fight Club, The Social Network and The Girl with the Dragon Tattoo fame) the cinematic 60-second spot sees Mara playing the role of a young New York-based actress. She is captured in black and white as she makes her way through the city on a busy work day – starting out at her local coffee shop, travelling on the subway, having her hair and make-up applied before posing on a shoot and then on a film set, and finally ending at a press conference.

It also features the soundtrack of Runaway by the Yeah Yeah Yeahs.

An accompanying print campaign was directed by Fabien Baron of Baron + Baron and shot by Jean-Baptiste Mondino.

Categories
film Uncategorized

Gucci releases new Frank Miller film for Guilty Black fragrance launch

 

Gucci has released another film in its Gucci Guilty series once again directed by Sin City creator, Frank Miller, and starring actors Evan Rachel Wood and Chris Evans.

This time celebrating the launch of its new Guilty Black men’s and women’s fragrances, it sees Evans riding towards the camera on a black Norton 750 motorcycle. He is shortly forced to a halt as Woods’ Rolls Royce Silver Cloud swerves ahead of him, then inviting him in for somewhat of a midnight liaison.

“His danger-loving vixen is chasing her game. And this time their pleasure knows no boundaries,” reads the write-up. “Fearless in their passion, they are brazen, shameless, unpredictable – ready for each and every explosive encounter.”

It was shot at Cinecittà Studios, the legendary home of Italian cinema, and once again features the soundtrack Strangelove by Friendly Fires and Bat for Lashes.

Creative Director Frida Giannini said: “These characters have come to fascinate us. We need know the next chapter in their story as it unfolds through Guilty Black.”

Watch the original here:

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Uncategorized

Jean Paul Gaultier celebrates grown-up ‘enfants terribles’ with digital advent calendar

Jean Paul Gaultier has launched an online campaign for the festive period centred on a digital advent calendar.

Created with digital agency Isobar, and housed on jeanpaulgaultier.com, the calendar’s 24 dates appear as the inside pockets of Father Christmas’ coat (in this case with Jean Paul Gaultier playing the role).

Each one reveals a variety of games, entertainment and prizes to be won. Designed for “grown-up enfants terribles“ (Gaultier’s own long-standing nickname), and celebrating “the Christmas of naughty children”, it features animations including sexy reindeers and naughty elves, and names such as “Shake your snowball” and “Eat the log”.

“Once upon a time, it was a Christmas unlike any other. An alternative Christmas, an upside down Christmas, a new slant on Christmas, as only Jean Paul Gaultier could imagine it, “ reads the write-up.

Users will be able to open three pockets at random each day, followed by a further three when they share the experience with their Facebook or Twitter friends. Prizes include bottles and boxsets of fragrance, Jean Paul Gaultier stuffed animals and a special gift due to be revealed on Christmas Eve.

Check out the intro video below:

Categories
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: