Filming fashion and fashioning film

Agent Provocateur is the latest example of a company extending its advertising message with dramatic, film-like videos to add buzz.

Agent Provocateur is the latest example of a company extending its advertising message with dramatic, film-like videos to add buzz. Agent Provocateur's new bridal ad campaign casts the brand's former face/body Kate Moss as the bride-to-be who has a last-minute change of heart on her wedding day. The six videos that accompany the campaign debuted on photographer Nick Knight's Web site, Showstudio.com, each day up until May 7. They gradually de-construct the bride's big day, with the first video based on the ad theme “The Happiest Day of Her Life" and the last based on “Let Them Eat Kate.”

Unlike the LG's film-like commercials with a seemingly similar idea, Agent Provocateur co-founder Joe Corre has gone the way of American Apparel's Dov Charney by including personal political views on marriage and the Vatican. The question is, do these views resonate with the target demographic, or is Corre using the medium as a personal outlet?

Other labels are also using the medium for promotion. James Killough, a London-based filmmaker working on a film about the fashion industry, talks to The Business of Fashion about the “potentially powerful combination of the Internet, video, and the luxury industry.” According the blog, Olivier Dahan, a renowned French filmmaker, recently collaborated with Cartier on a series of 12 videos for its Love collection in an effort to create a narrative behind its brand. The blog follows the trend to the Sergio Rossi brand and attributes it to low-cost permission marketing.

Also in style:

Can the press really do that?
The Academy of Art University in San Francisco recently hosted a symposium on the state of fashion. American designer Ralph Rucci kicked off the panel with a “passionate rant against the press, accusing it of helping to "ruin" fashion by placing too much emphasis on unrealistic designs that make for eye-catching editorials but have nothing, apparently, to do with "real" women and "real" fashion,” reports Fashiontribes.

A legal battle becomes her
In an interview with New York Magazine, 26-year-old, Danish design student Nadia Pelsner says that the Louis Vuitton copyright suit and pending trial have earned her campaign more attention than she would have gotten otherwise. Background: In an effort to build awareness on Darfur, Pelsner had designed a T-shirt depicting a Darfurian child holding a Louis Vuitton bag.

Naturally sealed
Last Friday, the Natural Products Association and a brand alignment including Aubrey Organics and Burts Bees, among others, held a press conference to launch a Natural Seal. The Seal will represent a standard for ingredients in natural personal care products. To tout the seal, products must have 95% truly natural ingredients.

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