(by Simonetta Buffo)
Look at how many short fashion movies we have, that are directed by great filmakers. They are often great films, but which result can they produce in branding process?
Many happy marriages between Cinema and Fashion have taken place in these years: “A Therapy” for Prada directed by Roman Polanski, starring Helena Bonham Carter, Ben Kingsley; Miu Miu episodes of “Women’s Tales”; “Sky Watcher” directed by James Lima and illustrated by Yuko Shimuzu for Trussardi; “Walking Stories” by Luca Guadagnino for Salvatore Ferragamo; and many many other amazing films.
In addition to this, in the cash cow market, there are other exellent movies, as “Dolce” by Dolce & Gabbana, directed by Tornatore or “Streat of Dreams” by Martin Scorsese and starring Scarlett Johansson and Matthew McConaughey for the parfume The One
Recently Paolo Sorrentino directed “The Dream” to celebrate 180 years of Bulgari, starring Valeria Golino. You know, Paolo Sorrentino is the last winner of the Academy Awards with “The Great Beauty”. (2014)
The protagonist is an elegant woman, Valeria Golino, wearing an evening dress: she is alone in an empty Rome, during the first hours of a new day, walking around the old streets of this town, till the moment in which she sees a couple, a man and a woman, that are coming towards her: they are her parents, who are alive and young, They don’t stop and speak with her but they go into a shop ( it’s a jewelry store). She follows them and, there, discovers a lot of strange people: they are dead and they are in Purgatory, waiting to go to Paradise. During the night they stay inside closed shopes and during the day, they stay in closed night clubs. The main sentence is told by her parents: it’s so nice being dead because you are irresponsible.
The atmosphere reminds us of The Great Beauty, in which melancholy, sadness and fake cheerfulness create a unique and unmistakable mix, that talks about a hopeless decline.
It seems far away from a glittering luxury world,
So what does that have to do with Bulgari?
I think that the brand strategy aspires to celebrate its identity, linking itself to a great personality of contemporary Italian Cinema, indeed the latest winner of Academy Awards: this short film is not a classic fashion film about distinctive elements of the brand; rather it shows/pictures the pleasure that the amazing italian art and culture can provoke in us, in each type of manifestation, from jewelry to cinema.
Anyway, we have found another way of using this new powerful communication tool that is fashion film.
In your opinion is it effective in the branding process?