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Editor's pick film

H&M teams up with Wes Anderson for cinematic Christmas tale

Adrien Brody in Wes Anderson's H&M holiday campaign, Come Together
Adrien Brody in Wes Anderson’s H&M holiday campaign, Come Together

H&M has teamed up with Hollywood director Wes Anderson, famed for his quirky films including The Royal Tenenbaums and The Grand Budapest Hotel, for a charming holiday tale titled Come Together.

Starring Oscar-winning actor Adrien Brody, it’s a short spot about bad weather and mechanical conditions holding up a train journey on Christmas day. Brody plays the part of conductor having to deliver the bad news, before the camera pans across several carriage windows where varying characters are shown individually, including an unaccompanied small boy. Brody’s character then promises to make up to all aboard by offering a Christmas brunch at the cafeteria.

Anderson’s signature aesthetic and photography is present throughout, creating beautifully-constructed vintage scenes with H&M’s collections playing the smaller role alongside.

The spot ends with everyone coming together around a Christmas tree to the sound of Happy Christmas by John Lennon and Yoko Ono, conveying the idea of togetherness during the holiday period.

Anderson teamed up with Adam & Eve/DDB for the film; the agency that also worked on this year’s popular Buster the Boxer ad for John Lewis. It follows other big hit campaigns in fashion and retail, including from the likes of M&S, Mulberry, Macy’s and more.

H&M isn’t the only fashion brand working with Hollywood names of late either: Prada just released a spot directed by David O Russell of Joy, Silver Linings Playbook and American Hustle fame; Burberry revealed The Tale of Thomas Burberry for the holiday season written by Matt Charman and directed by Asif Kapadia; Mulberry’s festive campaign was written by Hugo Guinness and directed by Albert Moya; and Moncler has also released a short film called Brave, Vision from Spike Lee.

In the past, H&M has also enlisted heavy hitters such as Katy Perry (2015) and Lady Gaga (2014), both below, to celebrate the festive season with music.

Categories
data digital snippets e-commerce film mobile social media technology

Digital snippets: Selfridges, Prada, Victoria’s Secret, Gap, Asos, Lancôme, Valentino

A highlight of the top stories surrounding all things fashion and digital of late:

Selfridges_drivethru

  • Drive-through Dior? Coming right up at Selfridges London [CN Traveler]
  • Wes Anderson debuts latest Prada feature [Fashionotes]
  • Victoria’s Secret creates 3D-printed angel wings for fashion models [Huffington Post]
  • Gap rolls out “reserve in store” service [CNBC]
  • Valentino jumps in on China’s high-tech runway revolution [JingDaily]
  • Under Armour looks to take a bite out of FuelBand success with MapMyFitness acquisition [BrandChannel]
  • Pinterest opens API to retail partners [TechCrunch]
  • Google’s Eric Schmidt invests in retail tech designed to help personalisation and data measurement [WWD]
  • Here’s why ‘The Internet of Things’ will be huge, and drive tremendous value for people and businesses [Business Insider]
  • Why companies desperately need to make wearables cool [Wired]
  • How brands get shoppers to volunteer their personal data: transparency and better experiences [PSFK]
  • Social media drives less than 1% of shopping sessions, study says [Fashionista]
  • Fashion retailers are still failing to optimise email marketing for mobile [Econsultancy]
  • What retailers can learn from mobile commerce in the UK [Shop.org]
  • 15 stats that show why click-and-collect is so important for retailers [Econsultancy]

Note: Look out for a separate holiday-specific digital round-up later this week, featuring all the top retail campaign stories as well as insights into the biggest innovations being pushed for the festive season.

Categories
digital snippets film social media technology

Digital snippets: Peter Som, Bergdorfs, Prada, Jean Paul Gaultier, American Eagle

There’s been a lot happening in the fashion and technology space over the past couple of weeks, ranging from Proenza Schouler’s new site to Net-a-Porter moving into the beauty space. News of Pinterest’s new analytics platform and Facebook’s planned integration of the hashtag have also hit. Here are the rest of the highlights sourced from around the web…

Don’t forget to check out this wrap-up report from SXSW Interactive as it applies to the fashion industry too.

 

  • Behind Peter Som’s 3.3 million Pinterest followers [BoF]
  • Wes Anderson and Roman Coppola made a Prada film (as per above trailer) [Fashionista]
  • Jean Paul Gaultier launches responsive web design [Web&Luxe]
  • American Eagle spoof video pokes fun at skinny jeans trend [NY Daily News]
  • Neiman Marcus launches fashion contest on Pinterest [WWD]
  • Justin Bieber plays drums in adidas NEO interactive lookbook [MTV Style]
  • Puma seeks to celebrate individuality with Worn My Way lifestyle campaign [Marketing magazine]
  • 3D printing clothes at home could be reality by 2050 [PSFK]
  • Google Glass app identifies you by your fashion sense [NewScientist]
  • Zalando concept car spots fashions, transforms into changing room [Gizmag]
  • China entering e-commerce and mobile “golden age”. So why are fashion brands lagging? [Jing Daily]
  • What real-time branding means for luxury brands [Luxury Daily]