Here at Fashionista, we've been pretty enamored with Carven since the day Guillaume Henry took the reins as creative director for the brand's revival back in 2009 -- mainly because it's always felt so much more relatable and accessible than other, stuffier French fashion houses, but in a kind of cool, cult-y way.
That approachability has now been perfectly exemplified in Carven's newly expanded digital strategy. In addition to launching a new website that offers e-commerce in the U.S. for the first time, as well as the option to pre-order items as soon as they've walked the runway (starting with men's spring 2015), the brand is also enhancing its social media strategy.
While Carven has been on social media for a while, you can expect more of a presence on Tumblr, Twitter, Instagram and Facebook going forward, all in a clever, playful voice. "Carven is now a global brand and needs a stronger social media presence," Henry explained thusly via email.
And to get fans acquainted with this voice, Carven has released a short film (above) in the style of Jean-Luc Godard. "Godard was very fresh and had a very French taste, and that’s what we do at Carven," said Henry.
Carven may not be the first fashion brand to take inspiration from Godard -- but the film does feel totally true to the brand's DNA, and it's probably a smart way to gain social media followers. (But, you know, only the cool ones.)
Check out the awesome new website, which is designed to feel like an online magazine, here, and watch the video above.