Autumn/winter 2012/13 has reaffirmed the fashion industry's ability to consistently provide fans with creative, inspiring and altogether incredible short films as part of its biannual campaign offering. This season has included everything from a music video featuring Lana Del Rey for H&M, to otherworldly - if not manic - approaches to beauty at Alexander McQueen.
As the face of H&M’s fashion campaign this season, it was no surprise to hear that Lana Del Rey would front a music video for the retailer too. The result, directed by Johan Renck, sees the young star covering 1963 classic, Blue Velvet by Bobby Vinton. The entire spot has a Lynchian feel, from Del Rey's performance as a lounge singer, to a hypnosis scene evoking the filmmaker's TV series Twin Peaks, to the angry dwarf who turns off the amp. A shortened version of the spot features on television.
DSquared's autumn/winter 2012/13 film The Substitutes stars designers Dean and Dan Caten alongside a crop of 60s-styled models cast as unruly students. Shot by Mert Alas & Marcus Piggott, it follows the designers as they enter a high school with two bellboys and suitcases of shoes to teach the once-bored pupils how to "walk”". Among the models are Daphne Groeneveld, Benedikt Angerer, Simon Van Meervenne, Liuk Bass, Ralf Javoiss, Frida Aasen and Bette Franke, all of whom are finally interrupted by a teacher (played by Ratka Mayor) dragging the designers out by their ears. The film is set to 1960s hit track The Clapping Song by Shirley Ellis.
The TV ad from John Lewis for autumn/winter 2012/13 uses a split-screen technique to juxtapose a woman from 1925 and a man from the present day as they embark on a romantic tale. The narrative plays out in each era through architecture, communication, clothing and technology - while the nature of relationships and love remains the same, proving that "what’s really important in life doesn’t change". In doing so it aims to strengthen the department store’s "Never Knowingly Undersold" commitment. The spot is set to Paloma Faith singing Never Tear Us Apart by INXS.
Dior released a short film called Secret Garden – Versailles for its autumn/winter 2012/13 campaign, exploring the French palace and its surrounds to beautiful effect. Referred to as a "dreamlike fashion show where Versailles is transformed into Christian Dior’s secret garden, his emblematic château", it was created by photographers Inez van Lamsweerde and Vinoodh Matadin. Better yet, it's set to the soundtrack of Depeche Mode's Enjoy the Silence. The models featured include Daria Strokous alongside Melissa Stasiuk and Xiao Wen Ju.
Alexander McQueen dives into the psychedelic with its film for the season, as Finnish model Suvi Koponen encapsulates the brand's "beautiful future" theme from its autumn/winter 2012/13 show. Shot by Brit photographer David Sims, the spot sees her removing and replacing the collection's Plexiglas visor on loop, while the futuristic set around her explodes in a variety of kaleidoscopic colours. A heavy track overlaying it meanwhile only serves to add to the surreal drama.
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