Tuesday, 19 January 2010
Recently we scrutinised promos from Chanel and Louis Vuitton (see January 8’s article), and now it’s time for Prada’s Spring/Summer 2010 menswear campaign to come under the MO Down microscope.
Click here to see footage of this campaign, produced by one of China’s most celebrated contemporary artists, Yang Fudong. This 9-minute film depicts Prada-clad models floating through the skies of 1930s Shanghai using umbrellas. Like Chanel’s YouTube promo, it is filmed in black and white.
We are impressed by this campaign so far. Prada are constantly innovating their art and cultural forays, which is spreading the word on the brand ever-so-subtly. We also think they are clever as they have chosen a celebrated historic Chinese artist, which will generate additional buy-in (a.k.a interest) from consumers. Click here for our prior comments on the benefits of luxury brands collaborating with famous artists.
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