Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.
Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.
The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.
At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.
Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…
We all know video has become a massive part of fashion marketing, but what’s a touch newer is movie-style trailers to preview what’s on offer from the industry.
Mashable recently reported on one example from Esquire magazine to showcase a forthcoming issue, so too was there another from Burberry ahead of its spring/summer 2012 show. And now, British Vogue has released one to celebrate the fact its iPad app has just gone monthly.
Featuring exclusive video footage of cover star Karlie Kloss supplied by Nick Knight, and rotating imagery by Nice Images, it demonstrates the best of what’s included in the title’s September ‘International Collections’ issue (as above).
The move to monthly digital editions for Vogue follows an initial one-off launch with its December 2010 issue, and again for June and December 2011. The new offering includes a full version of the print edition alongside additional interactive content. Included in this first issue, now available to download from Newsstand on the App store, are 90 editorial fashion pages, as well as behind-the-scenes videos and images of models Kate Moss, Naomi Campbell and Georgia May Jagger on their Olympics shoot.
Editor Alexandra Shulman, said: “This month is the biggest international collections issue of Vogue I have produced in 20 years as editor. Simultaneously we launch the new British Vogue app for iPad, now available monthly for the first time, which will enable you to experience the magazine digitally and allows us to bring some of its print features to life. Nick Knight’s shoot ‘Midas Touch’ is an excellent example of how the magazine and app can work together. It brings a new depth and enjoyment to the images you will see in these pages.”
There are also three brands who have launched media rich enhancements on their ads in the iPad issue, including Anya Hindmarch, Velvet and The Australian Wool Industry. “They are smart, stylish and show great originality,” said Rachel Reavley, associate publisher of the magazine.
Watch it live on Monday at 4pm GMT – www.Burberry.com
Chanel has released a trailer for its forthcoming 30-minute film, The Tale of a Fairy, due to be screened after the presentation of the brand’s 2011/12 cruise collection at the Cap d’Antibes this evening.
Posted on the Chanel News site last week, the clip features a somewhat crazed Kristen McMenamy alongside Freja Beha Erichsen as a topless fairy, kissing Anna Mouglalis.
The film, written and directed by Karl Lagerfeld, also stars Amanda Harlech, Bianca Balti, Baptiste Giabiconi, Brad Koening, Jake Davies, Mark Vanderloo, Oriol Elcacho, Sébastien Jondeau and Seth Kuhlmann.
“It is a movie about an ill-advised use of money which begins with violence and ends with feeling,” said Lagerfeld.
It will be available on Chanel.com on May 10.