Last month, we featured the successful the “Wake Me Up” video produced by Ralph Lauren and Swedish DJ Avicii as a successful partnership between fashion and music. Using the vocals of Aloe Blacc and the cast of Ralph Lauren’s Denim & Supply ad, the song rose to the top hits of 2013 and generated more than 193 million YouTube views.
Last year, the brand launched the Saint Laurent Music Project with musicians Marilyn Manson, Courtney Love, Kim Gordon, Beck Hansen, Christopher Owens and Daft Punk styled in the brands’ clothing. This week, the series featured a music video for the first time, Curtis Harding’s “Next Time” shot by Saint Laurent Creative Director Hedi Slimane.
“Next Time” has gathered almost 1,000 views in two days. The soundless video of the Music Project featuring Daft Punk amassed 183,624 in six months, almost twice that of the brand’s Fall/Winter 2013 campaign. Judging by the success of Ralph Lauren and Avicii’s Grammy hit, views for “Next Time” have the potential to surpass that by far.