It’s the end of August and the end of Summer Fridays, (that’s still a thing somewhere, right?) In the world of style that means just one thing: September Issues are hitting the newsstands and the biggest month in fashion is around the corner. We rounded up our favorite fashion videos of the week ranging from commercial, to realistic, to highly editorial. The fashion industry thrives by playing with this spectrum because what’s good for the brand is good for business. These are the videos we thought were on top of their brand game.
Warby Parker’s “The Literary Life Well Lived” If you were to create a 30-second spin-off of Wes Anderson’s Rushmore, you’d have this. Warby Parker’s ad features cool co-eds in glasses getting into all sorts of mischief; it’s exactly on-point for the brand: kind of raucous and off-beat, but hip and smart to boot.
“This Must Be The Only Fantasy” by Rodarte & Todd Cole Rodarte has partnered with director Todd Cole for a third fashion film installment: this time about how fantasy becomes woven into real life. For the Mulleavy sisters, they say that they’re drawn to female protagonists who are on a quest. Whoever said beautiful gowns were only meant for a ballroom or the Met Gala? Bonus that’s really worth watching: the “making of” video.
ELLE: behind the scenes with Kate Upton You can’t deny Kate Upton’s presence in the fashion community. Attribute it to the unorthodox path she’s taken into high fashion, conquering YouTube and Sports Illustrated before scoring Vogue features and now the cover of ELLE’s September issue. ELLE lets Kate be the voice of an industry insider in this behind-the-scenes video of her cover shoot.
Estée Lauder’s Modern Muse ad Estée Lauder has released a new commercial for Modern Muse, the brand’s latest fragrance launch inspired and promoted by It model, Arizona Muse. Shot by Craig McDean, the ad stars the fragrance’s namesake as well as a New York modern classic: the Guggenheim Museum. The only missive I have against it is the oddly dated Bruno Mars soundtrack from 2010 (too recent to be retro, too old to be inspiring).
Cara Delevingne and Ruth Hogben for W Magazine ,“Come And Find Me” Another It model, another September issue cover. This one involves Cara Delevinge traipsing about an English garden, alternately in white lace dresses and black patent leather. The video exemplifies what we’ve come to expect from W Magazine editorial: a little beauty, a little S&M-punk, and fantastic garments.