Hello dear readers! Today’s post will be short but I couldn’t resist myself to write about Chanel’s pre-fall show in Salzburg and its related video, both launched the last week.
For Chanel’s Pre-Fall 2015 collection, Karl Lagerfeld and his crew headed to Salzburg. The show has been very popular in the digital ecosystem (like everything that Chanel does), with the Austrian-inspired looks and the runway muses that tie the whole experience together (This does include Karl walking hand-in-hand with Cara Delevingne).
To promote the Métiers d’Art 2014/15 Paris-Salzburg collection, Chanel focused primarily on the video “Reincarnation” directed by the creative director Karl Lagerfeld and starring musician Pharrell Williams and model Cara Delevingne. This narrative film is based on an Austrian holiday resort that left an impression on Coco Chanel, where she got inspired by the bellboy’s uniform to create the famous Chanel’s jacket.
What I find cool about this campaign is that besides taking celebrities and famous models to generate buzz, the brand has been able of telling us a tale just by picking a moment of Chanel’s history. The experience of the users wouldn’t have been the same if they would have been impacted just by the video or the show, and so Chanel made sure that we could see all the elements.
Here we have another great example of storytelling, and how luxury brands have to carefully create a world of icons and symbols that the consumers can identify easily, cause I don’t know if you noticed… but, do you see any Chanel logo in the video?