Sometimes the page of a magazine isn't personal enough a platform to be selling a brand. However well laid out the page is, or how shiny those super high heels look, it's the lifestyle aspect that we fall for. Take a girl and the elements of an ordinary day; shopping in the supermarket or hanging washing in the back garden, add some aspirational shoes, film the whole thing, and we're putty in any advertising executive's hands.
This may explain the success of the lookbook video and the reason that more brands are looking to go down this road themselves. In the case of Charlotte Ronson, back in 2007, she saw enlisting the help of her sister Annabelle Dexter-Jones, doing "terribly twee" things like drinking tea in Ronson's designs as the perfect way to show off her label. Teenage girls in particular are drawn to these videos, the whimsical nature and sense that although must of us don't have a shoe fund the same size as these girls, one we could still live her life of lazy mornings and spontaneous fun. Take the lookbook video for Mary Kate and Ashley Olsen's The Row or the Erin Fetherson and Ellen Von Unwerth short "Wendybird", which both tap lifestyle envy and use it to their advantage.
Now the designer brands are embracing this idea; whether as a result of cutting costs like Alice Temperley whose Fall 09 show comes in the form of a 6 minute video, or simply from a marketing tool and spreading the word online. Halston also replaced their runway this season with a fantastic lookbook video; this time a glamorous new yorker running across the city in skyhigh heels passing Halston clad passers-by. This New Yorker just happens to be Dree Hemingway; the daughter of Mariel Hemingway who made a name for herself as the very cool 18 year old girlfriend in Woody Allen's Manhatten. Making the girl crush and inducing of lifestyle envy a family affair; what a happy coincidence!
This may explain the success of the lookbook video and the reason that more brands are looking to go down this road themselves. In the case of Charlotte Ronson, back in 2007, she saw enlisting the help of her sister Annabelle Dexter-Jones, doing "terribly twee" things like drinking tea in Ronson's designs as the perfect way to show off her label. Teenage girls in particular are drawn to these videos, the whimsical nature and sense that although must of us don't have a shoe fund the same size as these girls, one we could still live her life of lazy mornings and spontaneous fun. Take the lookbook video for Mary Kate and Ashley Olsen's The Row or the Erin Fetherson and Ellen Von Unwerth short "Wendybird", which both tap lifestyle envy and use it to their advantage.
Now the designer brands are embracing this idea; whether as a result of cutting costs like Alice Temperley whose Fall 09 show comes in the form of a 6 minute video, or simply from a marketing tool and spreading the word online. Halston also replaced their runway this season with a fantastic lookbook video; this time a glamorous new yorker running across the city in skyhigh heels passing Halston clad passers-by. This New Yorker just happens to be Dree Hemingway; the daughter of Mariel Hemingway who made a name for herself as the very cool 18 year old girlfriend in Woody Allen's Manhatten. Making the girl crush and inducing of lifestyle envy a family affair; what a happy coincidence!
Time waste with these..
Halston Fall 2009
Erin Fetherson Fall 2006
Charlotte Ronson Spring 2008
Alice Temperley Fall 2009
The Row Spring 2007
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