Among the dynamic videos from fashion and luxury brands in Q1, for me Mr. Porter steals the show.
While the intro could easily be compressed, the charm of “The Style Clinic Show” host, retro staging and format for featuring the looks are both entertaining, richly informative and wonderfully “shoppable”. The host cheekily narrates style variations on specific wardrobe needs, while the model rotates to capture the look from various angles. Also noteworthy is the 3-way cut of the frame, so that details of fabric and finishings are highlighted.
By contrast, the thing that challenges me most when viewing brand videos is dark lighting and immersive abstraction. While there is appreciation for conceptual, artistic nature of such things, often there is little attention shown on craft. There is a way to balance both while preserving those inspirational qualities that are innate to a brand’s narrative. Mr. Porter has executed this well in the past and continues to do so.
Finally, the series encourages engagement: if you are in need of style help, you can contact: email@example.com or tweet: #styleclinic
Meantime, definitely do yourself a favor and take in the Mr. Porter charm.