Today Kenzo released a new campaign video featuring the label’s pre-fall 2012 collection. Directed by hot young filmmaker Quentin Jones (the 27-year-old former model also did the fantastic video for the launch of Victoria Beckham’s Victoria line), the video maintains Kenzo’s cool factor–something newly appointed creative directors Humberto Leon and Carol Lim have everything to do with.
In the video, Select model Nadia gets cut and pasted on some monkey bars, makes “hooping” actually look sexy, and dons some boxing gloves. Jones’s signature paper-tearing-animation is there too (you’ll see what I mean when you watch). “We wanted her to be elegant, but have a hardness about her – a bewitching fighter,” Jones said. “I think this sort of female reflects the collection – it is sometimes beautiful and soft with feminine prints and sometimes quite sporty and tough.”
As video becomes an increasingly important component in marketing a fashion brand, we won’t be surprised if see lots more of Jones’ work. I always want to watch her videos over and over.