LVMH is pushing its new e-commerce venture, 24 Sèvres, with a campaign film directed by Nicholas Winding Refn of Drive and The Neon Demon fame.
Where Fashion Comes To Life, as it’s called, appears as a modern play on the film Mannequin. Models posing in Le Bon Marché at night – the store the website is based on – slowly come to life in robotic formations before dancing their way across the floor.
Eventually they break out of the window and continue the dance down the street and onto the bank of the river Seine in Paris. Created by agency FRED & FARID, the aim is to take the viewer on a journey that celebrates the mission 24 Sèvres is seeking to fulfil: “To bring Parisian style (and the mystique that surrounds it) to the world, anchored by Le Bon Marché, the institution that continues to attract and fascinate at home and abroad.”
Winding Refn, who looked to champion individuality and celebrate femininity with the film, says: “It’s rare that you get to make something that is so pure in its approach. […] Le Bon Marché is one of the great iconic fashion monuments, and it has a sense of timeless grandness, so just walking in makes you want to create.”
The choreography comes from Nicolas Huchard and the soundtrack by Busy P – Genie featuring Mayer Hawthorne.
Adds FRED & FARID co-founder and CEO, Farid Mokart: “24 Sèvres is a wonderful ambition, a unique destination for fashion, brands and their creations. There is an excitement and a pride to artistically contribute to the international exposure of this project by creating an idea that takes time and form through music, dance and cinema… to draw inspiration from this unique spirit to Le Bon Marché, Paris and the Parisian woman to celebrate women in all their diversity, freedom and beauty.”
The 24 Sèvres website opened in June 2017. It is named after the address at which Le Bon Marché stands: 24 rue Sèvres.