May 23, 2018 | By Alice Gividen
Big data meets consumer insights. Experience WGSN.
Sep 15, 2017
The ‘marketing’ films created for LVMH’s Kenzo brand are always interesting and the latest, “Cabira, Charity, Chastity”, is even more so.
Written and directed by Natasha Lyonne, it’s the actress’s directorial debut and features the autumn/winter 2017 collection from the brand’s creative directors Humberto Leon and Carol Lim.
It follows Chastity (Maya Rudolph), on a surreal journey through a parallel plane, as she discovers that in order to face her future, she must first reconcile her Vaudevillian past. The company said that Chastity is a modern-day Giulietta Masina (La Strada, Federico Fellini, 1954) and Shirley MacLaine (Sweet Charity, Bob Fosse, 1969) on a journey of self-discovery and self-acceptance.
And the reputation that the Kenzo film series has carved out means that, as well as Bridesmaids star Rudolph, it’s been able to attract some other major names to appear in the piece. It stars talent including Lyonne herself, Fred Armisen, Greta Lee, James Ransone, Matt Lucas, Macaulay Culkin, Waris Ahluwalia and Leslie Odom Jr.
This is the fifth film the French Fashion house has produced with a different writer/director each time. Earlier collars have been with Gregg Araki, Sean Baker, Carrie Brownstein and Kahlil Joseph and the films have garnered two Tribeca Film Festival Tribeca X Award nominations.
The new campaign imagery was shot by photographer Casper Sejersen with input from costume design by Arianne Phillips.
Lim said: “The show, the runway, the campaign are three different ways of communicating about the brand, but the directors we work with have the freedom to take the product and do whatever they want so it doesn’t feel forced and can just stand alone as an art piece.”
Leon added: “The movies we have worked on were intended as pure films, never from a fashion perspective. We want the directors to be able to put it on their reel and be proud of what they have made for us; we never go with a fashion filter and try to keep close to the director’s vision.”
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