16 July 2010

Last night, at a secret and exclusive gathering, London label Reiss screened a short film to promote its Autumn/Winter ’10 collection, and Grazia was there for the sneak peek.

Called Elements, the stunning black and white mini-movie is directed by renowned photographer and film-maker Jamie Morgan. Showcasing the high end high street pieces the label has become known for – next season these will include leather trousers, cape jackets, and minimalist tailoring - the video is both sexy and mysterious.

Later this year, when the Reiss’ new website goes live, short video clips from the film will be used to illustrate some of the key items on sale in the virtual store. Meanwhile, still photographs from the film will be used for the label’s print ad campaign, and these ads will be interactive; linking directly to the Reiss website via Augmented Reality. There will be an app for iPhones too.

Fashion films are the latest showcase for designer power brands; Prada’s and Dior’s recent mini-movies have been cinematic masterpieces. Reiss’s beautiful, cool film shows that high street brands are confidently embracing the moving image too.



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