Keeping Current: Fashion Video Ads

Lanvin Dance Print Ad

Well it’s been quite a break for us at How Fashion Works but a little viewership love has helped us set our priorities straight and start writing again. So without further delay let’s get back to fashion!

Today’s post was inspired by the Super Bowl. Rarely do I see the realms of sports and style collide, but one of my favorite parts of the Super Bowl is the commercials. Whether clever or cute, Sunday night’s commercials kept me in my seat and waiting for the game to start again so I could get up and refill my beverage. These commercials are huge campaigns for the beer, car, chip (etc) companies, and fashion houses have slowly caught on too.

While fashion ads are mostly  in print form and reign supreme in magazines (you won’t see them during the Super Bowl) brands have started using social media to their advantage and giving us some pretty great video campaigns to salivate over too. For years many fashion brands touted their stuff in perfume campaigns, who can forget Nicole Kidman in the Moulin Rouge-esque Chanel No5 commercial or way back when Kate Moss promoted Calvin Klien’s CK cologne?

Ok so I don’t really remember Kate Moss and the Calvin Klein commercial, but after researching it looks like it was a pretty big deal and helped Calvin Klein get back in the game (aka out of money trouble and making sleek silhouettes again).

Over the last few years (we’ll say since around 2011, anyone who did video to promote their clothes before that was well ahead of the game), brand’s have made video ad campaigns to show off their latest collections while setting a more dramatic stage to reveal the mood of the collection. Many hire big time directors (Sofia Coppola, anyone?) to shoot thoughtful and artful ads. These video campaigns are an extension of the print ads we see in the magazines (take for example the Lanvin print ad above and the video posted below). Here are a few of our favorites fashion video ads that we’ve seen over the years, including Lanvin and Sorel boots plus a brand new campaign from T by Alexander Wang that kept us laughing the whole way through.


Shopping Tip: Summer Sale Finds

Summer and its ever-climbing temperatures are far from over, but stores are already clearing out warm-weather merchandise. Translation: Now’s the time to get your hands on that trend piece you’ve been stalking since Spring! Check out these stellar sale items we found while clicking through our favorite sites.

Current/Elliot Print Cutoff ShortsJ. Crew Safari Cat ShortsNine West Hey Now SandalStella McCartney Colorblock SandalTriadic ToteCynthia Vincent Ikat Tote

Have you found any great online steals lately?

Keeping Current: Top Couture Fall 2012 Looks

The Couture Fall 2012 shows wrapped up last week in Paris. Have you flipped through all of the slideshows yet? For a quick view of the highlights, check out our collection of top looks below.

Did you have a favorite show?

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Keeping Current: Summer 2012 Olympic Designer Uniforms

Let the games begin! One of the most exciting moments of the Olympic games are the opening and closing ceremonies. For decades, countries have worn special tailor-made uniforms and walked together holding their flags high. Every olympic games has a few uniforms made by famous designers and the London games are no exception. Here’s a look at a few of the best known designers who had the honor of dressing their home country’s 2012 olympians.

Giorgio Armani with Italian olympians in his designs.

Stella McCartney with members of the Great Britain olympic team in her designs.

Which designer’s looks would you give the gold?

Keeping Current: Top Pre-Fall 2012 Looks

As one season begins, we start gearing up for the next’s trends. Such is fashion — and we wouldn’t have it any other way. Though we’re caught up with shorts and swimsuits in real life, Pre-Fall 2012 looks are hitting the shelves. Don’t know what Pre-Fall is? It’s simply the fashion season that precedes Fall. Designers present Pre-Fall looks at their showrooms or on runways during December and January. A tantalizing taste of what’s to come, Pre-Fall collections tend to be more commercial than Spring and Fall and serve to tide us over between seasons.

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