Author: lutsch1

Directed by Balthazar Klarwein and produced by Feel Films, the beautifully visualised advert #LovedClothesLast is raising serious awareness of the evergreen topic in fashion, sustainability issues. Near-future, altered reality, end of the world state Fashion Revolution ad plays on very real issues and problems of the current fashion industry. Mass-production of clothes that will be replaced in less than a month, becoming worthless, ones without value, as there is simply no value assigned to them. If one does not see physical value in them, connect it with psychological/emotional one and at that moment you create something with a connection to the user, therefore protecting it from becoming worthless. This solving the issue of fast-fashion, where sustainability and reusability is an ever-growing problem. First of all, I chose this particular piece because the video speaks a strong message, through a strong, visually creative way. Second of all, because the brand I will advertise, will work on has similar values and missions.

Refinery29.uk. (2017). This Short Film Shines A Spotlight On The Issue Of Mass Consumption & Waste. [online] Available at: http://www.refinery29.uk/2017/04/151335/fashion-revolution-film-loved-clothes-last-exclusive [Accessed 6 Jan. 2018].

YouTube. (2017). Loved Clothes Last. [online] Available at: https://www.youtube.com/watch?v=4zXQWrcTKgs [Accessed 7 Jan. 2018].

Tyron Lebon, a London-based photographer, made a series of short films for the AW16 Calvin Klein campaign featuring famous actors, musicians, artists, fashion and social media idols. Ominous, noire, 90’s tv show style ad from CK with singer Frank Ocean is all what an ad should be. One of the reason I chose this specific video, its because it has a different approach towards advertisement. Using dynamic and a mix of artsy visuals, the chosen short film has its unique atmosphere, where the audience does not even realise it has anything to do with a commercial advert. Making the viewer question it, think about it, get confused by it. 

It takes a mind to worry.

 A conscious to feel ashamed.

 But there’s no place to hide out here.

The skies are full of planes.

At the beginning of the ad, the colour scheme plays its role of relaxing/ calming the audience, using pastel colours, like pale pink which gradually turns into darker colours.  A well executed combination of using an artist as a catalyst and pairing it with the brand, reaches the mass faster while at the same time being subtle, it does not throw “buy me” in your face. A technique more brands should apply into their strategy, as it gets positive reaction when brands are trying to make an emotional link with consumers. 

YouTube. (2016). I Frank Ocean in #mycalvins – Calvin Klein Fall 2016 Global Campaign. [online] Available at: https://www.youtube.com/watch?v=G6r7a17NBSI [Accessed 6 Jan. 2018].

Dazed. (2016). The most spellbinding fashion films of 2016. [online] Available at: http://www.dazeddigital.com/fashion/article/34117/1/the-most-spellbinding-fashion-films-of-2016 [Accessed 6 Jan. 2018].

Fenner, J. (2016). Frank Ocean Comes Out of Hiding for Calvin Klein’s Fall 2016 Campaign. [online] GQ. Available at: https://www.gq.com/story/calvin-klein-fall-2016-campaign-frank-ocean-kate-moss-cameron-dallas [Accessed 5 Jan. 2018].