Friday, 8 January 2010
Click here to see Karl Lagerfeld’s new short film, Vol de Jour, for Chanel. And cast your vote on whether it’s thumbs up or down…
Our initial thought was that it was creative, with Chanel channelling a chic Bonnie and Clyde for their new promotion. Also, the ad being shown on YouTube is clever as it appeals to both the youth and art and cinéphiles.
However, after watching it a few times, we think it's quite strange that they are using theft in the new campaign, outlining how to steal from Chanel (D.I.Y style). In addition, they disrespect garments as they roughly toss a $10K+ dress and jacket into a shopping bag. We know they are focusing on the 'rebel' anti culture, and the stars (Lara Stone and Baptiste Giabiconi) are all dressed in Chanel, but our final verdict is that it’s bizarre. Other YouTube viewers have said much worse.
Louis Vuitton, on the other hand, is reverting to savoir-faire for their upcoming campaign, according to the Financial Times.
We expect the LV campaign will launch shortly in Australia. It's a clever campaign on the back of previous celebrity-charge efforts, featuring stars like Madonna. It will get back to the core of what the brand is all about – the grass roots, the artisan skills, in essence the savoir-faire...
The LV campaign reiterates the brand’s heritage, quality, rarity and quintessentially why Louis Vuitton is a lasting brand that is highly coveted. We can’t wait to see it!
Who's behind the MO DOWN
Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury, www.moluxury.com.au