QUOTATION Worldwide Creative Journal nΒ°1
A New Relationship Between Luxury Fashion Houses and Video: Insights from "PRADA" and "TOD'S"
From the set of "The Pashmy Movie".
In the fashion industry, where a fresh brand image is paramount, PR strategies that previously relied on posters and magazine advertisements are shifting towards video. This trend has even reached luxury fashion houses, with Louis Vuitton producing its first-ever television commercial in 2007, and Stefano Pilati of Yves Saint Laurent undertaking the "EDITION24" project, which involved live streaming of the filming process for 24 hours. The close relationship between fashion and video is becoming increasingly intense.
Prada is increasingly focusing on branding through short films. Their commercial "Thunder Perfect Mind," produced by film director Ridley Scott, is a visually stunning piece set in Berlin. In 2008, they produced the dark fantasy animation "Trembled-blossoms," which was screened at collection venues and also released on their website. More recently, they launched "A SHORT MOVIE PROJECT FOR INFUSION D'HOMME," a project in which nine young directors created short films for their new perfume, showcasing the talents of young filmmakers.
They also support activities related to 95. Tod's also produced a celebrity short film, "Pashmy Movie," directed and written by actor Dennis Hopper and starring Hollywood actress Gwyneth Paltrow. It premiered at the Mira Collection in September 2008.
In today's world, where fashion, film, video, art, music, and creative lifestyles are essential, the key will be how we can use videoβa means of visual communicationβand the internet, which can reach a wide audience around the world, in an interesting way.
