Fashion videos have become a requisite promotional component for any major brand launching a new collection–in addition to the standard print ads. But while some brands just shoot b-role of the making of the print ads and call it a day, others put a lot of effort, resources and creative talent into these fashion flicks. And all that effort pays off–video sharing has grown exponentially in the last five years, which means a video only has to go viral on the web to reach millions (as opposed to a brand shelling out for a big budget TV commercial). This fashion film to promote the debut of Victoria Beckham’s new lower priced line, Victoria, on sale in the US in mid February, is easily among the best we’ve ever seen (and we’re not saying that just because there are cats, swear).
It’s directed by 27-year-old Quentin Jones (yes, she’s just 27), whom Beckham collaborated with before for on a video for AnOther Magazine that highlighted her denim collection. It’s quirky and clever and I’ve already hit replay several times. You probably will, too. Click through to see it.
“This collaboration is really exciting for me,” Beckham said in a release. “For the Victoria line I wanted to appeal to a slightly younger audience – super chic but with a sense of humour and an edge and that’s exactly what Quentin brought to the creative process. I really wanted to capture the essence of the playful feminine character at the heart of the collection and Quentin has realised that for me in her unique, innovative style.”
The video can also be seen in the windows of Harvey Nichols’ Knightsbridge store in London where the collection debuted on January 30.