Sometimes the page of a magazine isn't personal enough a platform to be selling a brand. However well laid out the page is, or how shiny those super high heels look, it's the lifestyle aspect that we fall for. Take a girl and the elements of an ordinary day; shopping in the supermarket or hanging washing in the back garden, add some aspirational shoes, film the whole thing, and we're putty in any advertising executive's hands.
This may explain the success of the lookbook video and the reason that more brands are looking to go down this road themselves. In the case of Charlotte Ronson, back in 2007, she saw enlisting the help of her sister Annabelle Dexter-Jones, doing "terribly twee" things like drinking tea in Ronson's designs as the perfect way to show off her label. Teenage girls in particular are drawn to these videos, the whimsical nature and sense that although must of us don't have a shoe fund the same size as these girls, one we could still live her life of lazy mornings and spontaneous fun. Take the lookbook video for Mary Kate and Ashley Olsen's The Row or the Erin Fetherson and Ellen Von Unwerth short "Wendybird", which both tap lifestyle envy and use it to their advantage.
Now the designer brands are embracing this idea; whether as a result of cutting costs like Alice Temperley whose Fall 09 show comes in the form of a 6 minute video, or simply from a marketing tool and spreading the word online. Halston also replaced their runway this season with a fantastic lookbook video; this time a glamorous new yorker running across the city in skyhigh heels passing Halston clad passers-by. This New Yorker just happens to be Dree Hemingway; the daughter of Mariel Hemingway who made a name for herself as the very cool 18 year old girlfriend in Woody Allen's Manhatten. Making the girl crush and inducing of lifestyle envy a family affair; what a happy coincidence!
This may explain the success of the lookbook video and the reason that more brands are looking to go down this road themselves. In the case of Charlotte Ronson, back in 2007, she saw enlisting the help of her sister Annabelle Dexter-Jones, doing "terribly twee" things like drinking tea in Ronson's designs as the perfect way to show off her label. Teenage girls in particular are drawn to these videos, the whimsical nature and sense that although must of us don't have a shoe fund the same size as these girls, one we could still live her life of lazy mornings and spontaneous fun. Take the lookbook video for Mary Kate and Ashley Olsen's The Row or the Erin Fetherson and Ellen Von Unwerth short "Wendybird", which both tap lifestyle envy and use it to their advantage.
Now the designer brands are embracing this idea; whether as a result of cutting costs like Alice Temperley whose Fall 09 show comes in the form of a 6 minute video, or simply from a marketing tool and spreading the word online. Halston also replaced their runway this season with a fantastic lookbook video; this time a glamorous new yorker running across the city in skyhigh heels passing Halston clad passers-by. This New Yorker just happens to be Dree Hemingway; the daughter of Mariel Hemingway who made a name for herself as the very cool 18 year old girlfriend in Woody Allen's Manhatten. Making the girl crush and inducing of lifestyle envy a family affair; what a happy coincidence!
Time waste with these..
Halston Fall 2009
Erin Fetherson Fall 2006
Charlotte Ronson Spring 2008
Alice Temperley Fall 2009
The Row Spring 2007
i love the halston advert. there's something so charming about it, the way it's in slow motion, her running and she doesnt just run all the way, she does things like jump, take off her shoe,s etc, it's so beautiful. and the way they make her stand out amongst all the other models, it's amazing.
ReplyDeletehttp://ccwearschanel.blogspot.com
my favourite is still ronson and the row, of course.
ReplyDeleteas for halston, I feel like it's a great idea, perfectly executed but the final result is kind of dissapointing.
Girl, you can't talk about video and clothes without mentioning Heimstone!
ReplyDeleteMy fave everrrr, S/S 08 : http://www.youtube.com/watch?v=sb7CdSlZfB4
And the newest, S/S 09http://www.youtube.com/watch?v=HIgUC7yoetQ
And of course there's the lookbook video as fashion show!
ReplyDelete(Gareth Pugh)
http://www.showstudio.com/project/parisfashionweekaw09/reports/32392
Haha I'm not a teenager but I loveeee the Charlotte Ronson video, it's so cute!
ReplyDeleteI'm terribly twee. . . .
I can't believe I hadn't seen the Wendybird one!!
xo L
great blog i love it!
ReplyDeletewww.le-passerelle.blogspot.com
the row video is the best. not only does the model captivate and the shots themselves keep you entertained but, it's the best at showcasing the clothes. i want every piece. i think this was a smart idea for the row because on a rack the clothes may not look that special but on a body you can see the drape, fit and fabric that make the line so elite. i could watch it over and over.
ReplyDeleteoohh i love this. im bookmarking this page. i love the rjd2 song in the temperley video i could listen to it foreevvver. i love the halston one best, it's so beautiful.
ReplyDeletex
meg
I adore the Wendybird one with Kirsten, but I've never seen some of these before. The Halston one is gorgeous as well.
ReplyDeleteHalston have definitely got the right idea!
ReplyDeleteYour post below is so funny, unfortunately the real deal always make feet rather clown-like..
y-s x
I had not seen half of these so thank you for posting them!
ReplyDeleteim in love with the charlotte ronson one. so simple and romantic.
ReplyDeleteI love the first and the second one, they're so beautifull, but i think the charlotte ronson one is too cheesy...
ReplyDeleteGreat blog by the way.
xxx
Discovery
such an awesome way to show a lookbook....
ReplyDelete- Karen
www.acupofvogue.blogspot.com
the charlotte ronson video is pretty adorable, i must say.
ReplyDeletethe victoria b video is so cute
ReplyDelete