Fashion brands continue to invest in short videos as part of their seasonal advertising campaigns. Some are pushing the boundaries with novel narrative content, ‘edutainment’ and big budget directors.
MILAN, Italy — Prada SpA said it signed a licensing deal for Coty Inc. to create and distribute perfumes under the Miu Miu brand, expanding its second-largest unit in the $60 billion luxury beauty industry.
No longer confined to the fringes of fashion, the goth aesthetic is being mined by a wider spectrum of designers, observes Eugene Rabkin.
MILAN, Italy — Italian fashion house Prada appeared to brush off luxury industry concerns about slowing growth in China, saying demand from the country helped to drive an 11.6 percent rise in sales for the six months ended July.
This season, the most successful fashion films broke away from the old template, embracing the unexpected plots, quirky music and bursts of humour that resonate with online audiences. Sit back, turn up your speakers and enjoy BoF’s Top 10 Fashion Films of the Season.
PARIS, France — Last season's boxy and printed looks were gone for Miu Miu's fall-winter 2013-14 show. In their place was a more inventive collection that featured outerwear as dresses, exaggeratedly sized buttons and giant handbags. Flashes of color in '50s polka dot neckties, stripy tights and Belle Epoque boots in gold and silver, gave the collection for Miuccia Prada's baby sister offshoot a great lift. Wide collars that swept
Anatomy of a maison (AFR) “In the Medieval age, the sight of a towering spire signalled a city of splendour. Today, it is cathedrals of retailing that indicate metropolitan status in the global pecking order. The December 3 opening, not of another Louis Vuitton store – there are already 460 of those worldwide – but of a much grander Louis Vuitton ‘Maison’ (of which there are just 13) proves Sydney must be a very smart town
Lanvin Spoof Video | Source: NEW YORK, United States — At BoF, we’ve been ranking the top fashion films of the season since 2009, when the genre was still just coming into existence. But even back then, set against the staggering rise of online video consumption and the growing importance of engaging young digital consumers, the medium’s tremendous potential was clear. Fast-forward to the Autumn of 2011 and YouTube-friendly short
BEIJING, China — According to Bain & Company, a consulting firm, China is currently the world’s second largest consumer of luxury goods, ahead of Japan and second only to the United States. McKinsey forecasts that by 2015, China will account for around 20 per cent, or 180 billion renminbi (US$27 billion) of global luxury sales. With numbers like these, it’s no surprise that a major land grab is underway amongst fashion brands