Luxury fashion houses are always pushing the envelope in regards to reaching their consumers..
There are the stylish boutiques that ooze luxury. There are the fashion-forward collections that aim to add some chutzpah into our lives and then there is social media where fashion houses are flaunting their wares in a bid to get stuck in our minds.
But now.. it’s all about e-campaigns and collaborations, via unknown or known actors/models/directors and all these ‘mini-films’or TVC which are available to download via the web.
French luxury house Louis Vuitton has launched an international short film series looking at the essence of some key global cities. Commencing with Hong Kong, the short films can be viewed on Louis Vuitton’s Youtube channel. These digital public relations exercises are key to tapping into a broader and younger audience.
Times Live reports that the Louis Vuitton short film series are directed by Jean-Claude Thibaut, who has previously collaborated with the likes of Armani and Dolce & Gabbana.
Focusing on cities from across the globe, the pictures will use gender as “a lens to interpret each city’s identity”. We do hope that Louis Vuitton capture Sydney in a short film!
Miu Miu has also joined in the fun with the release of The Woman Dress. Directed by Italian moviemaker Giada Colagrande, the short film was the third installment of the label’s Women’s Tales Saga, which was made to explore “the feminine love affair with Miu Miu”.
Whilst short films are the new way to attract consumers, we have always been a sucker for a good campaign..
Chanel is pulling on a notable movie director, Kathryn Bigelow to direct it’s latest men’s fragrance campaign. Chanel have collaborated for a number of years with famous directors and actors (muses perhaps) for their fragrance campaigns, think Baz Luhrmann and Nicole Kidman for No. 5 (post Moulin Rouge), think Jean Pierre Jeunet for the most recent Chanel No. 5 fragrance advertisement starring Audrey Tatou he was the director of Amelie & Alien 4, then there was Keira Knightley for Coco Mademoiselle which was directed by Joe Wright, who also directed her in the movie Atonement. The last Chanel men’s fragrance campaign for “bleu de chanel” was directed by non-other than Hollywood superstar director Martin Scorsese.
Don’t know who Kathryn Bigelow is? She was the director of the hit movie ‘Hurt Locker’ which earned her an Oscar.
Allure Homme Sport Eau Extreme is the new fragrance for Chanel which will feature professional surfer Ben Fuller in the campaign.
Zeenews.com reports that Christine Dagousset, executive vice president of fragrance and beauty at Chanel, said, “Kathryn Bigelow has an amazing vision and ability to direct action-filled moments. In addition to `The Hurt Locker,` she also directed the surf film ‘Point Break’,”
“She was the best person to direct this type of campaign, especially because of her affinity for the sport of surfing. Because Allure Homme Sport Eau Extreme is the extreme version of the classic Allure Homme, the new concentration was meant to be more edgy, avant-garde and take more risks.”
A major house such as Chanel can certainly afford to call on the best and they do, we look forward to the upload of Ms Bigelow’s new campaign for Allure Homme Sport Eau Extreme, as seeing really is believing!