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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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More SS12 videos: Giorgio Armani, Nina Ricci, Dolce & Gabbana

A handful of brands in Milan and Paris have been using their fashion week shows as an opportunity to release campaign videos for their current collections.

First up is Giorgio Armani with a three-minute spot based on its spring/summer 2012 campaign called “One Plus One”. Directed by Luca Guadagnino in Italy, the narrative follows the “story of a suspenseful and unsettling love triangle”, reported WWD.

“Today, fashion needs to open itself to new languages,” said the designer. “Cinema is the form of expression I have always felt the closest to. Working with Luca Guadagnino, I have had the opportunity to transform the atmosphere of my collection into a story, and it has been a stimulating experience.”

Nina Ricci has similarly unveiled a new film based on its latest campaign. Directed by photographers Inez & Vinoodh, and shot in Old Westbury in Long Island, New York, it stars model Raquel Zimmermann.

The spot will be showcased during the designer’s autumn/winter 2012/13 show at Paris Fashion Week tomorrow. It is also being broadcast in Nina Ricci stores.

And finally, Dolce & Gabbana has released a video that depicts its spring campaign “in motion”. Monica Bellucci and Bianca Balti alongside their pseudo Italian family are seen dancing, playing, talking and laughing as they pose for Giampaolo Sgura’s camera.

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Rachel Weisz stars in film short for AnOther magazine

The 21st issue of AnOther Magazine featuring Hollywood actress Rachel Weisz is complemented with an exclusive short film shot by Craig McDean. It was released on Anothermag.com today.

It’s a beautiful series of “non-narrative micro performances,  inspired by postmodern dance legend Pina Bausch”. Creative direction by David James and styling by Olivier Rizzo.

Meanwhile, the autumn/winter 2011/12 campaign video from Yves Saint Laurent, by Inez van Lamsweerde & Vinoodh Matadin, and starring model Raquel Zimmermann, has also been released. Check it out, here.

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Lanvin proves fashion has dance moves in latest campaign video

In case anyone missed it, here is the very funny autumn/winter 2011/12 campaign video from Lanvin.

Shot by Steven Meisel, it features the likes of supermodels Raquel Zimmermann and Karen Elson pulling off a series of so-bad-they’re-brilliant dance moves to Pitbull’s I Know You Want Me.

Look out for creative director Alber Elbaz’s cameo at the end too: