The Film Industry’s Take on Spring 2018 Campaigns
This season Hollywood teams up with the fashion industry. Wim Wenders x Jil Sander. Ana Lily Amirpour x KENZO.
Creative director and film directors have collaborated on advertising campaigns for decades. If the business is about consumption, mine as well make the build up to collections all-consuming, right?
Cue creative seasonal advertising campaigns. Commercials, fragmented scenes, and vignettes with a compelling narrative, sense of humor, or a thrilling ride.
Hollywood Loves Fashion
Noteworthy references from the past include David Lynch’s unsettling and exquisitely ‘Lynchian’ 15-minute campaign for Dior.
Or, Spike Jonze’s epic ‘Pardon our Dust’ rebranding commercial for the Gap. Jonze’s commercial depicts customers, employees, and bystanders alike taking joy in completely destroying the carefully manicured merchandising of an early 2000’s Gap store.
This season, luxury houses Jil Sander and KENZO carry the tradition of creative directors collaborating with film directors into S/S 18 with some artfully cinematic ad campaigns.
Wim Wenders x Jil Sander
Jil Sander enlists influential filmmaker Wim Wenders to shoot the brand’s Spring 2018 campaign, the first to be launched under the newly appointed creative directors Lucie and Luke Meier.
The collaboration resulted in a short film titled “Paused By” described by Wenders as “contemporary haikus, coming together in very condensed ways.” The five episodes are to be released one vignette per month.
The series is no less psychologically charged than films like Paris, Texas or Wings of Desire.
Described as a “minimalist thriller”, the film is visually rich with familiar tropes to Wenders’ classic films. A protagonist is outfitted in a pink sweater dress – a reference to ‘millennial pink’ or to Wenders’ femme fatale character, Jane, in Paris, Texas?
A voyeuristic gaze is felt throughout the S/S 18 campaign. Dialogue is restricted to visual cues – like the printed text of a t-shirt, a paper plane, or a cell phone text.
The presumed love triangle plot of the Wim Wenders x Jil Sander collaboration details a tense, sensual, and intimate short film whose suspense reflects the anticipation of the brand’s S/S 18 collection.
According to the Meier’s, the “Paused By” campaign is “an ode to the purity of emotion and the delicate balance between innocence and sophistication.” Much like the collection itself which shows a return to the house’s hyper-minimal roots while showcasing a refreshingly modern sensibility.
Pops of color, macramé accents, streetwear silhouettes all bring the brand back in touch with what is relevant now.
Watch the trailer here.
Ana Lily Amirpour x KENZO
Creative directors Carol Lim and Humberto Leon are known for enlisting several talented artist friends for their advertising campaigns. Recently they hired the previously mentioned Spike Jonze to direct a female dancehall Weapon of Choice-style ad for KENZO World perfume.
This season, creative directors Carol Lim and Humberto Leon team up with A Girl Walks Home Alone at Night director Ana Lily Amirpour and Karen O of Yeahs Yeah Yeahs to premier the ‘YO! MY SAINT’ S/S 18 campaign.
Amirpour reimagines Antonioni’s cult film Blow Up (1966) while examining the role of artist and muse, challenging the conventional perceptions of each.
Both the film and the S/S 18 runway models showcase an all-Asian cast. The casting is directional, aiming to celebrate the Japanese heritage of the brand and to truly reflect the two muses (model Sayoko Yamaguchi and composer Ryuichi Sakamoto) who inspired a collection that is color-saturated, vividly textured, and simultaneously soft and bold.