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Editor's pick film

Butterflies converge in new Valentino film

valentino_camubutterfly

Valentino has launched a short stop-motion animation film called Camubutterfly that encapsulates its pre-fall 2014 collection.

Directed by Virgilio Villoresi, and produced by Withstand for Brw, the 45-second spot sees dozens of paper butterflies fluttering together to create pieces from the new line, including a coat, clutch, dress, shoes and more.

Vogue Paris refers to it as mesmerising, and rightly so as each item appears camouflaged against the butterfly background that also remains behind.

The video was shared to the Valentino Facebook page with the caption: “A kaleidoscope of butterflies”.

A further post, read: “Hidden in each colorful butterfly image is an even more colorful and unique Camubutterfly print item of clothing. Look very closely and you will slowly see appear in front of your very eyes dresses, coats and pants hidden in the print. This unique butterfly motif has been exclusively designed for the Maison and has been applied to feathers, brocade, macramè, organza, chiffon and even neoprene. Who needs monotone when you can have Camubutterfly print?”

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social media

Another great fashion Vine using stop motion

In case you haven’t already spotted it, here’s one of the most genius Vine videos I’ve seen for the fashion industry yet:

It was created by one of Twitter’s own video producers, Ian Padgham, and nicely plays on the idea of models as dolls; moving, flicking and capturing them as they walk down the catwalk with his own fingertips in a clever form of stop motion animation.

Here’s another great post of his, this time moving the clock hands of Big Ben in London.

Check out my post on How fashion brands are using Vine over at Mashable otherwise for more.

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film social media

How fashion brands are using Vine

This article first appeared on Mashable

Fashionbrands_Vine

The fashion industry immediately embraced Vine, Twitter’s 6-second video app, after it launched in February. It was no surprise it was suddenly so popular: The app was released just two weeks before New York Fashion Week kicked off, a time when behind-the-scenes runway shots were readily available to capture and share in 6-second loops.

But Vine is much more difficult to make look beautiful and polished than Instagram photos, and brands quickly discovered that to participate, they needed to relax their typically stringent production quality requirements. Perhaps that’s why, following the shows, most fashion houses dropped the platform altogether, only returning to it, in some cases, for the menswear shows in London and Milan earlier this month.

That’s not to say that Vine’s fashion future is dead — it’s merely getting a slow start. Early data indicates that Vine videos are shared four times as often as other kinds of Internet video, and the launch of video for Instagram, which many brands have already enthusiastically adopted, is creating further incentive for fashion firms to ramp up their capabilities and resources in this area.

Let’s take a look at a few fashion brands using Vine to exceptional effect…

Stop motion art

Stop-motion artists are among Vine’s most popular users. Eyeing this trend, French Connection collaborated with photographer Meagan Cignoli to create a series of highly shareable, summer-themed stop-motion videos. In one video, the brand’s latest collection packs itself into a suitcase for a holiday. In another, various outfits are laid out and rolled up on the beach.

Cignoli tells me that each video typically has between 100 and 120 separately recorded clips. The result is incredibly fluid and eye-catching, instantly negating any notion that Vine can’t be a platform for quality creative work. Online retailer Nasty Gal is another standout for stop-motion inspiration, weaving playful, wiggling pieces of candy in and around products like handbags, shoes and makeup. Burberry, too, has used stop-motion video to showcase product prints and patterns, as well as celebrities present at its last menswear show.

Showcasing product details

The beauty of the French Connection work by Cignoli is that it places products front and center, but it’s so creative it doesn’t feel like marketing. Marc Jacobs is another example of a designer who is doing this, releasing some nice stop-motion work that features handbags on what looks like a rotating conveyor belt.

For others, Vine presents an opportunity to demonstrate the work that goes into making products. Matthew Williamson did this during London Fashion Week in February with his #matthewmagnified campaign, and Oscar de la Renta, through the handle OscarPRGirl, used Vine to detail the craftsmanship that goes into its bridalwear pieces.

Gap is also using Vine to highlight key pieces in-store, but takes a more editorial approach, employing models for its videos. In one, a woman spins around in an assortment of dresses. In another, a young girl plays in the latest DVF GapKids collection in the park. These are much more developed than the clips that debuted during fashion week season: a haphazard amalgamation of garments on hangers and poorly lit models on runways.

Injecting personality

Some brands’ Vine videos manage to be both beautifully produced and full of personality.

Urban Outfitters released short videos that are playful yet stylish at the same time. In one clip, a bunch of balloons float into an office. In another, the contents of a purse are being prepared ahead of a festival trip. In another stop-motion video, makeup carries itself into a bag. It’s worth noting that with more than 40,000 followers, Urban Outfitters is one of the most popular brands on Vine, proving that volume and frequency of posts can be a more successful formula than fewer, higher quality videos — as showcased by French Connection, which has just a fraction of Urban Outfitters’ followers.

Behind the scenes

As mentioned, fashion brands released a great deal of behind-the-scenes content on Vine during fashion week season. This is a trend that’s continued since the shows, with brands and retailers providing windows into their corporate headquarters, design studios and individual stores.

Marc Jacobs has used Vine to take followers on many journeys at its headquarters and stores, from the creation of its latest Resort collection campaign to celebrity interviews during in-store book signings. Using the hashtag #staffstyles, Marc Jacobs frequently showcases the prints and patterns worn by its employees. In another example, Bergdorf Goodman features staffers as they try on different pairs of sunglasses. The video is tied to a message about sun protection.

Puma recently released a series of Vine videos featuring Olympic champion Usain Bolt on the set of his latest campaign for the brand. The quick all-access videos, shot again by Cignoli, frequently allow Bolt’s own personality to come through. Meanwhile, Nordstrom has shown what it’s like at its stores after hours, with shoes whimsically moving about on shelves when customers aren’t there. In another video, a flying shirt leads followers on a magical tour through merchandise.

Beyond the obvious

One thing fashion and retail brands haven’t taken advantage of is the how-to video, which is a popular hashtag on Vine. Bergdorfs has done a beauty tutorial and Nordstrom has used Vine to show how to tie a tie, but there are plenty more opportunities here.

As autumn’s busy event calendar gets rolling and the fall collections hit stores, expect to see more behind-the-scenes footage as well as more close-up product shots. Though some brands’ participation has been impeded by corporate approval processes, there’s no doubt — especially with the recent launch of video on Instagram — that short-form video will become a more central part of the fashion industry’s output.

As Cignoli advises: “Fashion brands just need to let go a little and enjoy Vine for what it is, the quickness and easiness of it. If they can find a way to do that, it’s going to be much more beneficial even if what’s going out isn’t always the most amazing piece of content.”

Do you have any favorite fashion brands you follow on Vine?

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film Uncategorized

Topshop animates nail colours in SS13 video

 

Topshop has released a very cute stop-motion video short to promote its spring/summer 2013 nail colours.

Created by brother and sister filmmaking duo Sadie and Joe Williams, it brings to life a series of nail varnish pots, painted nails and even emery boards.

“Dancing nails in sizzling new season colours as well as statement glittery shades will transport you somewhere tropical!” reads the write-up. Watch it below…

[via AlexLoves]

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Uncategorized

Kenzo teams up with Quentin Jones for stop motion film

 

Another great stop motion film from London-based illustrator Quentin Jones, this time for Kenzo’s pre-fall 2012 collection.

Frenetic but fantastic, the spot is a mish mash of collage work playing with the letters that spell out Kenzo, as well as a number of sporty props and accessories including hoops, ribbons and scaffolding to climb on.

It was shot in a warehouse in East London, and then digitally layered with handmade moving elements and frames of the models, Jones explained in an interview on the brand’s blog.

“It is kind of like sewing together different visual ingredients over a timeline,” she added.

On the role film plays in fashion, she said: “I think film allows a brand to create a moment of escapism into a world of their vision and personality. If they are successful, the audience gets to experience what it means to ‘live’ that label from their desk or bed. They need to be entertaining to capture new audiences, and not just pretty moving images.”

She referred to Stephanie Di Giusto’s Le bel été for Vanessa Bruno, and Barnaby Roper’s Iris for Nowness as two of her personal favourites.

Jones was also behind the Victoria by Victoria Beckham video for spring/summer 2012.

Below are some of the behind-the-scenes images from the Kenzo film:

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film Uncategorized

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: