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February 06, 2013  | by: Aanchal Jiwrajka
YouTube (Melseik Armando)

YouTube (Melseik Armando)

Fashion brand Lanvin recently launched its Spring/Summer 13 ad campaign. The campaign video is a clear example of modern technology coming together with high fashion. This French design house, known for its impeccable tailoring, has come up with a bizarre concept for this dreamy vid. The video showcases the inimitable talents of photographer Stephen Meisel and direction talents of Ronnie Cooke Newhouse and Stephen Wolstenholme.

Titled as “The Morning After the Night Before,” the campaign is set at the end of a long party night with glitter, sequins and glamour. All of a sudden, a Skype window pops up with an incoming call from the lovable creative direction Alber Elibaz from Paris, who was unable to make it to New York on the day of advertising shoot because of Hurricane Sandy. In this quirky little video in the corner, Elibaz marveled over the lighting, makeup, the bags and went about praising the Californian perspective of the campaign.

Something really interesting about Lanvin’s campaigns is the touch of humor they always add without shifting from the brand’s modern design aesthetics. Whether it was superstars models dancing to Pitbull’s “I know you want me” in the Spring/summer 2011 campaign or style interviews featuring Lanvin-clad characters exploring their own eccentricities, Lanvin’s vid always has something interesting to provide.

What I really appreciate about this ad campaign is how it incorporates a very traditional video approach whilst keeping it casual. I adore the masterpieces Elbaz makes, but what’s more amazing is how he does not take fashion too seriously. And it’s clear in this campaign where he used a very conventional and simple approach to speak to us.

The glossy print ads are slated to be launched next month in various magazines. The video is all set to open on Lanvin’s website and other social media. I simply adore Lanvin’s ad campaigns. What do you have to say about the bizarre concepts of Lanvin’s video?


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