The plan for McQueen’s groundbreaking show and the explanation for the massive mechanical cameras zooming up and down the rails was that the show was to be broadcasted live via his website however the streaming was interrupted for most due to Gaga twittering just before about her new record being included during the show and the sheer numbers of GaGa fan’s logging on crashed the server. Which was a huge shame for those fashionasta alike who awaited patiently to be apart of an actual McQueen show live, the prospect to see Karmen Predaru strutting down the runway in her Alexander McQueen reptile print assemble, being able to draw judgement at the same point as the Vogue Editor would be scribbling down her notes and thoughts was quite exciting.
Gaga outrageous style I guess is appropriate with the McQueen aesthetic and this partnership is beneficial for both parties. Gaga not only gets free clothes she is a walking, talking advertisement doll for the McQueen brand. Opening it up to a new market who may not necessarily be McQueen admirers or ever buy a £5000 dress but may well buy into more accessible areas such as perfume or accessories, e.g the skull scarf.
As you can see from the images below these are three different consumers all wearing the McQueen skull scarf, it has become less distinguishable to place these consumers into brackets, as marketeers tend to do. All three illustrated here are wearing the iconic scarf yet one of them could of paid £300 where as the other could of possibly paid £90 from a discount designer outlet. This means to determine the individual into a certain consumer bracket you need look deeper to help differentiate them but looking at what bag they are carrying or what phone they are using is it an iphone or a blackberry, what is there lifestyle?
We then moved on to look at Bruce Webbers short film for YSL- Fall/ Winter 10/11- Ain't nothin' like the real thing. Webber a famous photographer has shot similar controversial campaign footage's such as the banned CK Jeans ad's of the 90's. A noticeable theme run's throughout his work, wonder if you can see it from these to video's below.
When asked our opinions my initial reaction was I didn't really get it. Although beautiful cinematography and conceptual ideas i agree with one commentator that they are not really sure on the link with YSL. I felt that to use such an amazing artist such as Marvin Gaye doesn't really seem to sit with the imagery conveyed, but that is purely my opinion. Fashion Films are a new creative medium that apparently seeks to connect the audience with the thoughts and inspirations behind the collections.
So as trends go, everyone is doing it and Prada have recently released a short silent, black and white film by pioneering chinese artist Yang Fudong . His website describes his work as compelling images of a distant life, video as expansion of reality, which is a good summary of what is shown below in Prada's 'First Spring'. I could appreciate the beauty of this film reel signifcantly more than Webber's it had a fantasy aspect to the storytelling and lead you on a journey slipping into Muccia Prada's visonary world.
This was my favourite comment on the video by DefinitionXbattl: or, in a less cynical view, shows Pradas interest in modern activity, such as film, and a serious effort to grow. Growth visually, with their clothes, shows, & now movies like this..but also growth in a more mental or conscious way, something Prada, esp. Miuccia, has always been about. I hate when ppl call or refer to fashion as "art," but I think Miuccia is one of the very VERY few who take a real step into that direction, and literally give us more than clothing, which is why I <3 her :)
....I agree with that fully.
Prada states that it is 'inspired by the Chinese adage that the whole year's work depends on a good start in spring and this film represents an exciting new direction for Prada's visual communications at the start of this decade.'
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