They’re telling stories, making abstract films and partnering up with cutting edge creatives – and it’s kind of amazing. WGSN Associate Editor of Digital Sam Aldenton reports
Luxury fashion houses have typically been slow to the mark when it comes to anything digital related, bar a few forward thinking brands like Burberry.
However, it seems the leaders of the luxury industry are starting to catch up and realise highly creative videos – beyond regular advertising campaigns – are a good way to project their brand’s identity and engage younger audiences.
Need some examples? These brands are killing it…
A current luxe brand video trend? Revealing the immense amount of work that goes into creating ready-to-wear and couture collections. Valentino is especially good at telling that story. However their most impressive videos are animated and more playful.
Three highlights? Open Sneakers, A Tribute To Iconic Values, and the magically animated paper film “Deep Blue Camubutterfly”…
This is the leader of the luxury pack. Whether it’s focusing on a new glove collection or an interview with an artist, Hermes finds a way to introduce or present content in a cool context.
Three highlights? A Little Holiday Magic, La Maison des Carrés and Le Monde d’Hermes Printemp…
Both Prada and sister brand Miu Miu produce exceptional videos. How? Partnerships with independent and imaginative film makers and creatives (think Autumn de Wilde, Miranda July and Alice Rohracher). Interestingly, the two brands tend to use up-and-coming and independent talent to front its traditional campaigns.
Three highlights? The Tree from The Postman Dreams series, Prada Candy Kiss A Journey by Vahram Muratyan and De Dejess – Women’s Tales #9…
This brand is fairly experimental and has carved a niche for itself with “behind-the-scenes” style content on Youtube through its series focussing on the eclectic lives of its staff on the design and in-store teams around the world.
Three highlights? Look #3: Marc By Marc Jacobs Fall/Winter 15, #CastMeMarc: Meet the Fall/Winter 2015 Winners and #MJcommute Coppenhagen…
GET MORE: Read our in-depth report on why, how and what luxury brands are doing to own YouTube and innovate using video.
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