28 Jan '14, 9am

Alexander McQueen weaves surreal tale to enliven spring campaign

Alexander McQueen weaves surreal tale to enliven spring campaign

Alexander McQueen ad campaign image British fashion house Alexander McQueen created a surreal narrative film to accompany its spring 2014 print advertising campaign. The film features British model Kate Moss, a longtime collaborator of the house, in a futuristic world. By creating a narrative-driven video, the brand is able to communicate more about the collection and attract more shares of the video. “Luxury fashion is always about being provocative and engaging, emotional and artistic,” said Marko Muellner, vice president at ShopIgniter , Seattle. ”The new video by Alexander McQueen is dark, intense and even a little scary but does a great job of pulling in viewers and teasing the new collection. “The video’s narrative is helpful in getting fans to watch the film from start to finish,” he said. “And, at 4:30 minutes, that is quite helpful. “The film’s futuristic sound tr...

Full article: http://www.luxurydaily.com/alexander-mcqueen-weaves-surre...

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