“Where fashion comes to life” is the title of the main video piece of the latest ad campaign for LVMH’s Le Bon Marché 24 Sèvres multi brand e-commerce experience. Conceived by the agency Fred & Farid, the film has been directed by Nicolas Winding Refn (Drive, The Neon Demon) and choreographed by Nicolas Huchard (collaborator of Christine & the Queens).
Available online from September 6th the video will be launched in 3-minute, 90 and 30 seconds. To complete this display, 7 digital assets will also be launched featuring 7 different brands.
Launched in June 2017, 24 Sèvres is LVMH’s latest multi-brand e-commerce experience offering the most Parisian selection of fashion available worldwide, inspired by iconic Le Bon Marché Rive Gauche. The ecommerce site sells Parisian style both under LVMH Parisian brands and other iconic not French maisons.
The site offers a set of services composing a personalised shopping experience. Parisian stylists are available for live, one-to-one video consultations on the website, while on the 24 Sèvres iOS app, customers can chat with a stylist and browse the store at the same time. Exploring new ways to shop online, 24 Sèvres is also launching its Style Bot on Facebook Messenger.
The high level customer service includes delivery to more than 75 countries and click-and-collect at Le Bon Marché.
First multi brand positioning true to the e-commerce brand’s mission
The film highlights the two narrative foundations of the 24 Sèvres brand, Paris and Le Bon Marché (the first department store ever opened in France in 1852). Set at night in the deserted store, and progressing into the streets of the City of Lights, the narrative takes the viewer on a journey that celebrates the ecommerce site mission: Bringing Parisian style (and the mystique that surrounds it) to the world, anchored by Le Bon Marché, the institution that continues to attract and fascinate at home and abroad.
It is also a first in multi-brand positioning, with some of the world’s most desirable labels featuring together, as the video shows some of the models signed by 68 first row Parisian and international luxury brands for the capsule collection designed on the occasion of the launch of the 24 Sèvres ecommerce site.
“The talent that came together to produce this film was incredible, “and it is an industry first to bring together some of the most renowned names of the fashion world within one campaign. We are thrilled to have looks from Fendi, Gucci, Dior, Prada, Givenchy and more included in this project.”
24 Sèvres CEO Eric Goguey.
The launch capsule collection features 68 Parisian and international brands including Fendi, Givenchy and Loewe, as well as Chloe, Marni and Ferragamo. For this capsule of 77 exclusive, limited-edition pieces, each maison has revisited one of its most iconic products. Most have invited a creative friend, a figure of the arts, cinema or music scene, or an ambassador of Parisian art de vivre, to collaborate on the personalization of one or more pieces.
Homage to women and freedom of expression
In this film, Winding Refn champions individuality and celebrates femininity, in an homage to women and freedom of expression, with dancers coming together and growing individually, for a unique artistic performance showcasing Parisian taste tailored to the global consumer.
“24 Sèvres is a wonderful ambition, a unique destination for fashion, brands and their creations. There is an excitement and a pride to artistically contribute to the international exposure of this project by creating an idea that takes time and form through music, dance and cinema… to draw inspiration from this unique spirit to Le Bon Marché, Paris and the Parisian woman to celebrate women in all their diversity, freedom and beauty, ” Fred & Farid Co-founder, CEO Farid Mokart underscored.
Image over the headline.- Caption of the “Where fashion comes to life” 24 Sèvres launch video by Fred & Farid. © Fred & Farid
Related external links:
Where fashion comes to life global campaign (video)
Related Eastwind links (Spanish edition):
Loewe, la primera marca de lujo que abre un pop up en el Luxury Pavilion de Tmall
(Loewe, first luxury brand to open e-pop up at Tmall’s Luxury Pavilion)