A curiously abstract future has been germinating among French luxury brands and institutions of Comité Colbert through a series of cryptic social media posts. It is “a utopia created by french luxury” called “Dreaming 2074”, culminating in a collection of science-fiction short stories, new vocabulary and music, which can be downloaded at www.dreaming2074.com
To back up a few steps, Comité Colbert, founded in 1954 by Jean-Jacques Guerlain, is an organization made up of 78 luxury houses and 14 cultural institutions in France to promote the concept of French luxury. Brands such as Cartier, Mellerio dits Meller, Veuve Clicquot, Lanvin, Givenchy, Guerlain and the Louvre (just to name a few) were part of this collaboration. The essence of the collective project “Rêver2074” (Dream2074) is designed to share, preserve and celebrate 60 years of French luxury and heritage… and live into and lead an inspiring future.
Every established jewelry house has a wonderfully rich history – and with that, significant signature motifs in the form of an animal, flower or inanimate objects. Among such icons is the Panthère Collection of Cartier. Since August 20th, we have been treated to an alphabetical, timeless treasury called The History of the Panthère. On the Cartier website, we see a rolling history of jewelry and small objects from A – Z, followed by a video, which brings to life this incredible heritage in a memorable, accessible way. On Facebook, the alphabet unfolds with reference to a single word or phrase, heritage piece and a visual of its historical context. For good measure, there is the occasional short video clip, featuring a tight, glittering shot of a particular jewel. The viewer is also invited to experience the “A-Z tour” on the Cartier website to discover more. On Instagram, it seems an opportunity was missed to incorporate the “A-Z tour” along the same lines as Facebook, although the short videos are present.
This inspiring initiative is a brilliant way to share the wonderful heritage of Cartier, while educating young consumers about important pieces and small objects, specific to the Panthère Collection.
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.
Back in October, the launch of artist Greg Lauren’s limited edition fragrance collaboration with Barney’s New York came across the radar. The custom embellishment of fabric, paper and paint is impressive in itself, but having seen the creative journey of the bottle in video “The Making of an Original” left a lasting impression of what bespoke means. Today a dear friend gifted me the fragrance. Beyond the incredibly special scent created with Master Perfumer Ralf Schweiger, I recalled the thought and artfulness that went into crafting something so beautifully memorable.
The limited-edition of 3,000 can be purchased at Barney’s New York.
With this pair of curious eyes focused on the runways, something very special almost escaped my radar and it must not escape yours. Incase you have not seen or heard the buzz of a certain Miss Olivia Bee, welcome to her world. At the ripe age of 18 she has recently been commissioned to shoot the cover and lead editorial for Hermés’ Le Monde D’Hermés Fall 2012 issue. Hermés was so smitten with the work that they asked her to make a film about a prince and princess. It is a representation of her, her brain and scarves are involved. What is so wonderful is that this esteemed, well established luxury brand recognizes creativity as a shared commodity and embraces the beauty of storytelling that exists outside the bounds of the atelier walls. All you need to do now is watch:
It’s here! Take a look at the much awaited behind-the-scenes film where fashion and technology so beautifully collide on the DVF runway. A great story is captured with this bold collaboration between Diane von Furstenberg and those clever folks at Google, using the new Google Glass. Gaze through the DVF looking glass…
Dior has crafted several extraordinary brand experiences in video: The Lady Noir Affair, Lady Grey, Lady Blue, Lady Rouge, and L.A DY Dior. On the heels of these stunning films, the storyline continues with the Lady Dior Web Documentary, starring the ever exquisite Marion Cotillard and Dior’s signature New Look. Showcased here is “Fantasia”, the first of seven short films exploring the world of Dior and those places that are a part of the Dior heritage. The documentary chronicles rare access inside various Dior ateliers as skilled hands design, cut, fit and sew the stunning dresses that Ms Cotillard will be wearing. A project like this might the first of its kind among the haute couture world and certainly there will be a beautiful flurry of Dior glory in the months ahead. The films can be followed on the Dior minisite or on the Official Dior YouTube Channel.
Some days all you need is love. Other days you need inspiration. Here’s to Erwin Blumenfeld and thank you Sølve Sundsbø and Chanel.
Earlier this year, Mulberry introduced a lovely new addition to their accessories collection: a handbag called the Del Rey. It is inspired by American singer Lana Del Rey and mirrors her blend of eclectic references and classic details. Today, Mulberry launched a short film that intimately captures the process of cutting, stitching, and merging of leather with metal that is involved in crafting these glamourous bags, set to the nostalgically beautiful song of Miss Del Rey’s “Summertime Sadness”. The collection featuring it’s ever growing selection of finishes in classic tones, print textures and metallics can be viewed on the Mulberry website and more of the story behind this practical, refined bag can be discovered on the Mulberry blog. Watch the transformation below: