Fashion in motion

(by Sofia Scatena)

Selfridges in UK partnered with Vertu, SHOWstudio and director Marie Schuller to create their A/W 2014 campaign. An ambitious project that aims not only at the glorification of ‘The Masters’ in fashion but that wants to exploit the power of the new digital media.

It’s called “The Masters” and its a collection of 12 mini fashion movies that blend one into another bringing  together 12 masters in fashion design and craft, namely Azzedine Alaïa, The Master of Architecture; Dries Van Noten, The Master of the Eclectic; Jean Paul Gaultier, The Master of Expression; Jun Takahashi of Undercover, The Master of Subversion; Marc Jacobs, The Master of Mood; Oscar de la Renta, The Master of Elegance; Paul Smith, The Master of Inspiration; Rick Owens, The Master of the Elements; Roberto Cavalli, The Master of Glamour; Thom Browne, The Master of Showmanship; Stella McCartney, The Master of Modernity and Yohji Yamamoto, The Master of Defiance.

The result is breathtaking as it shows a choice of exquisite (albeit very different) tableaux  linked by an overall visual thread. Each scene represents and conveys a different universe, which is right now very brick and mortar-wise on display in the 12 shopwindows of Selfridges flagship store in Oxford Street, London.

But what’s most striking in this carefully and highly produced fashion film is the aim declared by the very same clients: i.e. to see which frame, dress, scene was the most “Instagrammable“.

It’s really amazing how communication in fashion has drifted from print to commercial to ad to videoclip to fashion movies. I deem absolutely stunning that such a gorgeous and emotional video, a premium tribute to the Kings and Queens in fashion has been planned to be consumed, enjoyed and shared on the web. It’s quiet a leap: not only broadcasting the video via YouTube (the original distribution channel of choice) hoping that people would share it via their social walls but planning the storyboard according to an uprising social technology like Instagram (fastest growing social medium in 2014) , foreseeing that people would share screenshots of the 12 different styles.

All this leads to many other topics but I’d like to stick to one I care about very much: the fantastic job opportunity that widens to the young (and not only). A new career is born: I’ll call it the “sharing planner”, the person who designs and creates a content foreseeing how it will be shared. Proving, once again, my two dearest points: content is king and the power of digital communication.


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