Fashion’s foray into online video was spectacular in 2011, and it is only going to get better this year. Video is a medium that most brands understand given its proximity to film.
The challenge will lie in creating content to fit the medium and engage online audiences. But have no fear, I think this is a challenge that most lifestyle brands are going to be able to tackle with great success.
Here are our top 13 luxury and fashion brand videos of 2011 to inspire greatness in the new year. At the end, tell us which ones you loved most.
1. Hermes – The Black Rider
Hermes hit hard this year with their creative, careful use of digital marketing. Their latest video is something to see.
2. Land’s End – Canvas
Who would have thought that Land’s End could steal our fashionable marketers’ hearts this year with their digital campaign? I never did, but I love what they’re doing.
3. Dior – J’adore Dior Pinball Machine
Is this Dior’s take on social gaming?If so, we love it.
4. Kate Spade – Live Colorfully Animated Video
To introduce chocolate as its color of the month, Kate Spade has brought art to life in this playfully paper-collaged vignette. The film imagines the secret life of an eclectic salon wall.
5. DKNY – DKNY PR Girl Comes Out
When it comes time for an anonymous fashion blogger to come out of the wardrobe, no one can top Aliza Licht. Here’s the video that DKNY created when the vice president of communications revealed she was the personality behind DKNY PR Girl.
6. Lanvin – Fall Winter 2011-2012 Ad Campaign
Proof that a luxury brand that isn’t afraid to have fun. This video achieved viral WOM by simply adding Pitbull to its fall video add campaign.
7. The Holstee Manifesto – Lifecycle Video
8. Net-A-Porter.com – The Ultimate LA Address Book
9. Chanel – Coco Mademoiselle
Chanel’s film about its iconic perfume starred actress Keira Knightley and actor Alberto Ammann, and was directed by Joe Wright. What sent us over the top was the music, “It’s a man’s man’s man’s world” performed by singer Joss Stone.
10. Benefit Cosmetics – Holiday Relief
The some of funniest internet comedy we’ve seen. We’re loving Benefit’s holiday video on how to get over gifts we don’t want. Praised by L2 Think Tank for their launch in China and relaunch of their web presence internationally, Benefit is one of the few socially savvy beauty brands producing conversation worthy video content.
11. DKNY – Four Play
Donna Karan’s Eldridge Bag inspired the short film Four Play, starring Christina Ricci and directed by Jake Sumner. Produced in partnership with People’s Revolution, the project aimed to drive e-commerce sales through celebrity-driven, viral content. The film was the subject of over 40 features online, including articles on WWD, The Wall Street Journal and CocoPerez.com. Additionally, Four Play was selected for the LA International Short Film Festival.
12. Simple.Honest.Work – For 37Signals
Jason Fried of of 37Signals hired Simple.Honest.Work to create the company’s holiday gifts, here is the documentary of the product. Beautiful.
13. Edun – Pioneers
The Edun Pioneers campaign, featuring male social entrepreneurs in a series of videos and an adjunct print publication. The best organizations are those that produce products that meet real needs – Warby Parker