A few months ago I wrote an article entitled Girls On Film: Style Brands & Video about the plethora of labels now using video to communicate their messages and peddle their wares. Lately there’s been a couple more New Zealand brands getting in on the act.
Last week I attended a show at Plaything Gallery. It was no ordinary art opening, rather it was a dual film screening and launch of Stolen Girlfriends Club’s latest collection: Weapons Of Mass Seduction.
The film, shot by photographer Derek Henderson, depicted a collection of awkward moments, SGC’s friends, family and clothes. We gathered on a rooftop, glass jars of wine in hand, to watch it projected on a wall across the way. It was raw, cool, funny and certainly touching in some places.
Above all, it made me want the clothes. I saw how they looked on a living, feeling human. Perhaps if I had one of those sweet Old News button up denim shirts I’d be just as charming? Sadly I can’t embed the film but if you go to the Stolen Girlfriends site it’s on the homepage.
Cybèle, my favourite New Zealand designer, has also released a video to celebrate her new SS 09/10 collection, Serpentine.
According to fellow Kiwi blogger Isaac Likes, the film is inspired by dancer Loie Fuller’s 1896 ‘Danse Serpentine‘. Take a look – it’s a gorgeous number, with a mesmerizing hand painted effect. Then check out Cybèle’s smokey, kaleidoscopic showcase:
I think these both of these films are great introductions to their respective brand – someone with an interest in film is likely to watch these videos without needing an intimate knowledge of fashion, while clothes ponies can pursue their interests with a different perspective.
The next steps for the fashion and video relationship? Well live broadcasts from Fashion Weeks already get a look in, and fashion houses are making features, a la The September Issue and Karl Lagerfeld’s 2007 film. In my opinion, it’s only a matter of time before fashion bloggers start producing their own DIY clothes dramas, seeing as most seem to have photo shoots on par with professional look books. We’ll also soon be able to go to the cinema, watch a film and then shop the film at the accompanying site – something along the lines of an easily accessible 2010 Sex & The City.
What do you think is going to happen next?
{ 2 comments… read them below or add one }
Oh Hal (in Stolen Girlfriends club video) WHY DID YOU GET YOUR GIRLFRIEND’S INITIALS TATTOOED ON THE INSIDE OF YOUR LIP???!!!
Lisa: Because it will eventually fade? (Thank ye gods)