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Loewe unveils 3D printed bracelet in new menswear campaign

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios

Loewe has teamed up with Berlin-based VOJD Studios, which specialises in 3D printed luxury goods, to produce a bracelet made from a newly developed ceramics material. The design was unveiled as part of the Spanish brand’s autumn/winter 2017/18 menswear campaign shot by Steven Meisel.

Made from VOJD’s ceramics compound, a durable and flexible powder-based material processed via selective laser sintering, it is printed in one piece as an oversized interlocking chain, which then requires no assembly.

“Loewe approached us with the idea of a bracelet they really wanted to work on but couldn’t realise with other technologies because it would have been too heavy if made of metal. We managed to realise it through 3D printing in our ceramics compound – once metalised the final piece looks like metal,” VOJD Studio explains.

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios

The company offers consulting on material, finishing and technology suitability, as well as design, development, prototyping, manufacturing and finishing. It has already worked with other fashion houses including Alexander McQueen, Carolina Herrera and Akris on integrating 3D printing into their collections. A big long-term focus centres around personalisation.

“3D printing is already starting to re-shape several industries, including fashion, by introducing new possibilities and concepts. Probably one of the most talked-about features of the technology is its ability to build customised and personalised pieces, since each one is printed separately and there is no mold requiring the manufacturing of a large number of identical products. In the near future, this can lead to an increased role of the consumer in the ideation and creation of the final product they desire,” the team adds.

“Besides that, 3D printing enables design solutions and complexities impossible for other technologies. This, combined with the introduction of new materials and material properties over the next years, can direct the aesthetics of the future and transform most creative industries.”

Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe's autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Loewe’s autumn/winter 2017/18 menswear campaign featuring the 3D printed bracelet by VOJD Studios
Categories
film

New Prada campaign film

prada_fall2013
The autumn/winter 2013/14 campaign films are starting to flow in thick and fast. Among them, and one of my favourites so far, is Prada.

Shot by Steven Meisel and directed by DJA, it’s a dark, Film Noir-inspired spot that sees nine hopeful young actresses auditioning in front of a ruthless casting director. Played by Sophia Ahrens, Freja Beha Erichsen, Caroline De Maigret, Malaika Firth, Kristine Froseth, Catherine McNeil, Amanda Murphy, Cameron Russell and Fei Fei Sun, they each takes turns to read parts of the script with just a chair, a spotlight and their own shadows for company.

“One by one they are selected and cast aside like slides in an ever revolving carousel,” reads the write-up.

The soundtrack is “Shallow then Halo” by Cocteau Twins. The print campaign also stars supermodel Christy Turlington, as above.

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Prada’s A/W 12/13 film: a fantastical game of chess

The gaming aesthetic referred to in Prada’s autumn/winter 2012/13 print ads makes a true appearance in a new campaign film from the brand released this week.

Set across a “fantastical chess game”, the spot sees movements on the board then carried out in an alternate reality by the avatar-like models.

An original release for the Steven Meisel-shot campaign called them “virtual princesses poised for combat”, which now of course, makes total sense.

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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.

 

 

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Lanvin turns to stop motion to animate decadent models in SS12 campaign film

Despite a lot to live up to following the success of its Pitbull-backed dancing short last season, Lanvin has managed to outdo itself in the video stakes for spring/summer 2012, this time with a stop motion spot shot once again by Steven Meisel.

It stars models Aaron Vernon, Angus Low, Aymeline Valade, Johannes Schulze, Marte Mei van Haaster, and Othilia Simon.

Set around a somewhat debauched dinner table complete with snakes, it ties together images of the group by animating them to the tune of Maxine Ashley’s ‘Cookieman’, produced by Pharrell Williams.

Watch it below:

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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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mobile social media Uncategorized

Calvin Klein launches biggest digital initiative to date with ck one lifestyle campaign

Teasers for the all-new ck one lifestyle line from Calvin Klein were released today.

Conceived by consulting creative director Fabien Baron of Baron + Baron, the launch campaign marks the company’s largest digital initiative to date.

Based primarily on a series of interactive videos, the initiative begins with a new website at ckone.com where users will be able to not only engage with content from the brand, but also upload their own.

A facility to submit and tag videos will be integrated, with posts positioned alongside content from the campaign’s cast members in a bid to make consumers feel as involved as possible with the brand.

“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Tom Murry, president and CEO of Calvin Klein, Inc. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”

The line itself incorporates underwear, denim and swimwear inspired by the iconic unisex fragrance of the same name.

The ads are fronted by model Lara Stone, who is the face of the company across its various brands. Joining her are a variety of other young models, musicians, actors and sports stars including Alice Dellal and Abbey Lee Kershaw, boxing champion Robert Evans, and dancer Jackson Blyton Megran.

It was shot by Steven Meisel, who can also be credited with creating those infamous ck one fragrance ads starring Kate Moss and Marky Mark in 1994.

Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, said: “Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”

“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan told Vogue.com. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.”

The full reveal of the campaign takes place from March 1, while in the meantime fans are encouraged to become fans of Calvin Klein on Facebook to be kept up-to-date with more information.

There’s also a mobile app, which will integrate video and social media as well as the use of augmented reality to enable further access to content such as from behind-the-scenes.

And if you’re in one of a dozen or so major cities around the world, it’s also likely you’ll spot the campaign on one of numerous LED billboards.

The print version of the campaign, created from stills of the videos, will debut in April magazines, and for the first time be globally enabled with AR technology.