Each season, London-based designer Markus Lupfer creates a video to accompany his collections. We heart them because, like his clothes, the videos are always witty, original and reference some aspect of pop culture. For resort, it was ’60s mockumentaries. For fall 2012, it’s Japanese pop videos. It’s hilariously bizarre in the way that so many aspects of Japanese pop culture are to us simple-minded Americans. The stars of this video, titled “Huge Tiny Zoo,” happen to be an East London girl group outfitted in Lupfer’s very cute fall collection. Click through for the amazing video (seriously, we’re obsessed) and a Q + A with Mr. Lupfer about its unique inspiration.
What was the inspiration for your fall collection?
It began with a dark fairytale forest feel, we made it sleek and sporty but kept the wit throughout the knitwear
What inspired you to do a Japanese pop video theme?
Its just a really cool looking genre that’s easy and that I love. Its homage to the 90s indie pop girls who cast themselves in the image of their 60s heroes. I’ve always been very fond of the Japanese culture, Tabitha Denholm (the Director) and I have a very similar vision and it felt perfectly right this season.
What does Huge Tiny Zoo mean?
Its a reference to the computer game that was being played on set.
How did you find the girls in the video? Who are they?
The girls are Haruna, Sachi and kyoko. They make up the East London based band “No Cars.” They captured the look and mood perfectly
You always do such great videos to go along with your collections. Any particular reason? What do you like about videos?
Thanks!! We love doing the videos, its a really great way of conveying the humour of the brand, I want the videos to be fun, lighthearted, unpretentious, something a bit quirky that puts a smile everyone’s face.
Any ideas for next season’s video?
Its still a bit early in the season for that, at the moment were concentrating on the mood and direction of the collection and then everything else falls into place from there. Besides if we told you we would have to hunt you down!