PARIS--Are any of you stuck in the office for the summer (everyone raise their hand), and happen to speak fluent French? May we introduce Ciel Mon Press Office, the latest online sensation keeping the Parisian fashion pack entertained despite the lack of air conditioning.
Ciel Mon Press Office is a French fashion take on the awesomely popular What Should We Call Me Tumblr, and derives its name from Ciel Mon Mari ('Heavens, My Husband!') a quote from Vaudeville theater. It was started by an anonymous PR at a leading French fashion house. Although the latter is also kept anonymous, a dedicated reader (aka: me, who has read every single post and waits with bated breath for a new one) has deduced that it is a label with a couture line and one that advertises in leading French titles (Dior? Chanel? Tell us!).
The principle is simple: Associating an animated gif to a seemingly mundane situation, that in fact resonates with thousands (erm, ok, hundreds) of people in the industry–all with a local je-ne-sais-quoi.
"when a girl says 'Garance Doré front row' during a seating meeting"
"when I catch the new intern trying on clothes in the showroom"
"when the stylist for the lookbook locks herself in the bathroom after seeing the clothes"
Elle France already awarded it its Elle Golden award for best website, and the Vogue France team, as well as it-girl Caroline de Maigret, are also fans.
For those in need of a fix of Parisian culture, similar equivalents are also available, including Ciel Mon Marais, following the daily activities of gay man in the Marais district, and Ciel Mon Agence, about life at an advertising agency.
Heavens, vive le web!
[Ed. note: We hear there's an English version in the works...]