Jun 10, 2017 | By Sarah Owen
Sep 25, 2012
Phillip Lim’s F/W 12 collection was inspired by superheroes and “a heroine with an inner strength,” so it seems only fitting that his latest marketing campaign went right to the source: comic books. Lim’s print and online book, called Kill the Night, debuted at Fashion’s Night Out this month. It was inked by Jan Duursema, who also illustrated the Star Wars comics, and co-written by Lim and John Ostrander. In the story, a trio of chic heroines takes on assassins during a museum exhibit opening that recalls New York’s Met Gala. The characters are dressed in Lim’s F/W 12 looks, perfectly matching the comic’s themes of dark and light, day and night, and metamorphosis. And all the pieces from the comic are shoppable, making for a functional, creative marketing tool that syncs perfectly with Lim’s vision.
The true beauty lies in the details – the online comic allows readers to view the production process, from pencil sketch to final layout. They can also explore each each page to see inspirations for the comic design, including the heroines’ “near-tears” make-up and a cameo of Lim’s dog. And the comic’s “Agent 3.1” motif can be seen throughout the brand’s F/W 12 advertising; certain look books, print ads and other materials are marked with scannable 3.1 icons that take smartphone users to an interactive mobile site where they can easily purchases pieces.
With all the buzz surrounding this year’s ComicCon and recent collaborations between big brands and Marvel, DC and Archie’s Comics, Lim’s latest approach is spot on. He is part of a new wave of luxury designers targeting consumers with mobile campaigns, while still imbuing the approach with his own personal twist.
Images courtesy of 31PhillipLim.com
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