#LiveBeautifully seems an apt hashtag for the latest ad from Lacoste. Created to support the brand’s “Life is a Beautiful Sport” campaign, it’s an arresting 60-second film depicting “a man about to risk it all to win the game of his life”.
That game, it’s suggested, is love. The Big Leap, as the spot itself is called, sees actor Paul Hamy building up the courage to go in for a kiss with model Anna Brewster in one scene, while another (the metaphor) sees him leaping off the side of a building and falling towards the ground until their lips lock.
The film was created by BETC and directed by Seb Edwards. It features “You & Me”, a song by Disclosure featuring Eliza Doolittle remixed by Flume.
It launched in France during the Winter Olympics Opening Ceremony, and will be broadcast globally from March 2014 onwards.
Chloé has released a short film for its new Roses fragrance that sees multiple women dancing as though they are the petals of the flower in bloom.
Blowing Roses, as it’s called, is based on the idea of petals “multiplying and spreading to create a kaleidoscope of roses”. Each of the models wear long, flowing dresses in delicate shades of nude – the resulting vision bearing a strong resemblance to Bailey’s Cream with Spirit ad from BBH in 2012.
It was created and directed by French choreography duo I Could Never Be a Dancer – Carine Charaire and Olivier Casamayou.
Meanwhile, See by Chloé has also released a short stop motion film for its new Paint a Scent product.
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.
I wrote quite a tough review of Dior’s new online magazine when it launched in February, disappointed by the lack of real editorial interest in any of the pieces being published.
While there remain a couple of misses here and there, in general the aim to “both entertain and inform” now seems to be being met. Evidence lies in a couple of great recent pieces, including this Q&A with Hongbo Li, a stylist in the flou atelier at Dior Haute Couture; and this insight on the Dior Homme pop-up shop in New York.
Even better, the brand used the platform to reveal its new autumn/winter 2012/13 campaign film, ”Secret Garden – Versailles”, last week. Pushing it out through a number of teasers, it finally revealed both a 60-second short and a full three-minute version, as above, a day apart.
Created by Inez van Lamsweerde and Vinoodh Matadin, the film features model Daria Strokous alongside Melissa Stasiuk and Xiao Wen Ju in a deserted Versailles.
“A wondrous path that winds through the Galerie des Glaces, through the palace’s endless interconnecting salons, as far as the grand tree-lined walks that sweep through the classic parkland à la française… a dreamlike fashion show where Versailles is transformed into Christian Dior’s secret garden, his emblematic château,” reads the copy.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry releases sneak preview of its forthcoming eyewear campaign (as above) [YouTube]
- Nike continues tech offensive, launches e-commerce football app [The Next Web]
- ShoeDazzle scraps monthly subscription model, adds lingerie and dress lines [Fast Company]
- Macy’s looks to capitalise on tech-savvy generation [Brand Channel]
- Elle UK boosts magazine subscriptions following live stream of Kristen Stewart cover shoot on Twitter [Media Week]
- My-Wardrobe co-founder launches LoveHats.com, incorporates virtual try-on service [WGSN Tumblr]
A handful of brands in Milan and Paris have been using their fashion week shows as an opportunity to release campaign videos for their current collections.
First up is Giorgio Armani with a three-minute spot based on its spring/summer 2012 campaign called “One Plus One”. Directed by Luca Guadagnino in Italy, the narrative follows the “story of a suspenseful and unsettling love triangle”, reported WWD.
“Today, fashion needs to open itself to new languages,” said the designer. “Cinema is the form of expression I have always felt the closest to. Working with Luca Guadagnino, I have had the opportunity to transform the atmosphere of my collection into a story, and it has been a stimulating experience.”
Nina Ricci has similarly unveiled a new film based on its latest campaign. Directed by photographers Inez & Vinoodh, and shot in Old Westbury in Long Island, New York, it stars model Raquel Zimmermann.
The spot will be showcased during the designer’s autumn/winter 2012/13 show at Paris Fashion Week tomorrow. It is also being broadcast in Nina Ricci stores.
And finally, Dolce & Gabbana has released a video that depicts its spring campaign “in motion”. Monica Bellucci and Bianca Balti alongside their pseudo Italian family are seen dancing, playing, talking and laughing as they pose for Giampaolo Sgura’s camera.