With the birth of broadband, fashion and style commentary changed completely, and so did style marketing. The internet is, for obvious reasons, a cheap, fast method of sending a marketing message to countless potential consumers.
It’s so easy to disseminate information using the internet, in fact, that any schmuck with a Facebook or Youtube account believes they can do it, and do. Some opportunistic types even model themselves as social media marketing experts, but deliver little more than teenager with a Twitter app.
And it’s simple really – if the message is going to be effective it needs to have the same careful design sensibilities it would traditionally have in a different medium. It needs, in fact, to be better. With a constant stream of imagery we’re used to being constantly amazed and wondering at the technological and photographic skills of people younger than us, more imaginative than us, in countries we rarely think about, if ever.
They’re not marketing professionals, nor are they ‘professional’ stylists, models, photographers — they don’t have any qualifications as such, but they’re turning out work of such beauty and mastery of the art that they’re far surpassing what established artists can. They’re convincing and make you want more in a way that doesn’t seem intentional. It’s not even experiential marketing. It’s just a pleasing experience.
It’s really refreshing then when a company doesn’t go an entirely commercial route in promoting their clothing and produces something much more akin to art, focusing on the aesthetic and the conceptual. It lends to the idea that you’re not just buying an item of clothing, but buying into certain ideas and philosophies. If you’re spending money you worked hard to earn then you don’t just want a jacket, or a pair of trousers — you want something that represents your personal style, and when you talk about style in personal terms, you’re talking about how you want to be perceived by the world.
This video is incredibly effective: It’s not just clothes, but a story, beautifully and imaginatively shot. Like a moving editorial in a lot of ways — in terms of scenery, setup and styling, as well as lighting and the shapes Kate Bosworth makes with her form. It represents more than clothing — it’s a lifestyle, a romance. (It’s certainly emotive and worth watching in fullscreen.)
Then there’s something which again, looks at the clothes as more than just garments, but as a trip through a perverse and lonely suburbia. Harmony Korine was behind this particular sales video (or as Proenza Schouler’s Jack McCullough called it, sales deterrent) but it’s certainly another way of doing something similarly evocative in the same medium, but wholly different.