GLOBAL – SEPTEMBER 2011 – Designer and artistic director Alber Elbaz of high-fashion house Lanvin, known for ultra-feminine designs and silhouettes in his creations, has created a new masterpiece.
Lanvin’s Fall 2011 Collection campaign video features industry favorites Raquel Zimmerman and Karen Elson dancing rather awkwardly to Pitbull’s smash hit “I Know You Want Me.” Shot by fashion photographer Steve Meisel, the ladies strutted their hip-hop (non-)prowess while wearing Elbaz’s latest designs. Hits on YouTube have reached 350,000 since last weekend.
In the same vein, Westfield Stratford City has commissioned Jake Lunt and The Viral Factory to produce a dance video released the same weekend as Lanvin, this time showcasing a century of fashion through multiple costume changes. The British shopping center, due to open on September 13, was shot in several London locations, with a dancing couple showcasing the trademark fashion statements reminiscent of different generations. The spot has raked in more than 500,000 hits in one week.
Although dancing has already been used in many non-dancing related ads (flashmobs, anyone?), not many clothing brands or fashion houses, if at all, incorporate dance in their campaigns.
Lanvin’s treatment is interesting in its awkwardness – beautiful models attempting to keep poker faces while stiffly grooving to a smash dance hit is a good technique to contrast the sleek lines and smooth curves of the designer clothing. This could also spawn parodies, as the dance steps are basic enough to copy.
Westfield’s transition from era to era is smooth at best, common at worst. The technique has been seen before but perhaps not quite in this many series of costume changes. The simple turns sophisticated in the switching clothes and dance steps that will leave the viewer with no doubt which era is being portrayed.
Both ads have the potential to grab hold of an audience and make them feel like dancing. For viewers to actually patronize the brand is another question, though for many brands, rising above the clutter is enough of an accomplishment.
