at Metro

Company president Terry Hanlon says, “Never before has a fashion icon designed a gold ingot. The Gaultier bar is a one-of-a-kind, limited-quantity collector’s piece that not only is a great investment but it will also become a piece of history.” That being said, it’s hard to think of the gold bar being something more than a high-end version of these babies.

video bonus : Own a designer gold bar! by Reuters

Storied French luxury brand Hermes is not known for being cheap, and soon they’re about to become even less not cheap. The company stated back in November that they were planning to raise prices in several markets, including this one, due to “significant raw-material cost increases, particularly for silk, cashmere and crocodile skin.”

Today, Mizhattan is reporting that the price hikes are nigh: Nine percent markups on leather bags, accessories, scarves, and shoes are slated to happen at the end of January, which means that this day bag, for example, currently retailing for $4,050, will soon cost you an extra $364.50.

Though that’s a bit of a kick in the gut, the price increases have already taken effect in Europe and parts of Asia. So, actually, you can tell yourself you’resaving money on any Hermes purchases between now and when the increase goes into effect

A new social-network shopping site, motilo.com, with links to high fashion e-commerce sites, makes online shopping with friends more like the real thing.

Think of it as Polyvore meets Facebook. Register and invite friends to create head-to-toe looks, all the while video-chatting with your fashion buddies. “It’s that power of referral that will often help tip you into making a purchase,” said Sofia Barattieri di San Pietro, the site’s chief executive, who came up with the idea on a shopping trip to Paris with a friend. All of the items featured are linked to retailers like net-a-porter.com and farfetch.com.

You will also find photo shoots; outfits put together by contributing stylists, including Anna Dello Russo, the designer Laetitia Crahay and the French fashion journalist Mademoiselle Agnès; and fashion available only on the site. Up now: the Muzungu Sisters, a collection of handmade pieces — Moroccan caftans, a Peruvian multicolor bolero — that the friends Tatiana Santo Domingo and Dana Alikhani have collected on their worldly travels.

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

The Hermès Hearts and Crafts site features videos and interviews with the designers and employees behind the brand, from leather-cutters to silk-drawers. The Web site also features a full-length movie that was first shown in select movie theaters and museums this past fall.

Hermés’ microsite

“Through this new site, Hermès provides glimpses into their company and how their products are hand-produced,” said Dalia Strum, president of Dalia Inc., New York.

“More importantly, they are giving a voice to the craftsmanship of how Hermès is actually created,” she said. “It’s inspirational, as each worker truly has a passion for their vocation.” Ms. Strum is not affiliated with Hermès , but agreed to comment as a third-party expert. Hermès did not respond by press deadline.

Starring role The microsite can be found at http://hermesheartsandcrafts.net and is divided into four sections: The Film, The Craftsmen, The Visitor’s Book and Scheduling.

Hermès also gives site visitors a chance to change the language of the site in the upper-right-hand corner. The welcoming page features the title of the site, a subtitle that reads “the people that make Hermès” and an invitation to watch the feature film, which was created by Frédéric Laffont and Isabelle Dupuy-Chavanat.

The film is 48-minutes-long and spends about five to eight minutes each with various Hermès employees.

A leather cutter is featured in the video

A majority of the employees speak in their native French language and describe how they arrived at Hermès while going through their daily tasks. The video includes subtitles.

The video contains a sharing icon that lets viewers post the video to Facebook and Twitter or email it to friends.

The Hermès video played from August-November last year in more than 20 cities including Milan, Tokyo and New York.

Smooth selling Hermès’ Hearts and Crafts microsite also contains a tab dedicated to 10 of the behind-the-scenes employees of the brand.

The workers include a leather cutter, a saddler, a jeweler, two leather craftsmen, a polisher, two glass-makers, a drawer on silk objects and a colorist.

Each craftsmen has his or her own page within the tab that displays a picture and short text as well as a video.

The videos are one-and-a-half minutes long and highly serious. They explain what makes that individual so dedicated to their job at Hermès and how they became employed there.

The microsite also features a Visitors’ Book section.

Elise is a colorist for the brand

Under this tab, Web site visitors can share their thoughts and opinions on the microsite content, the feature film and the Hermès brand.

Hermès has been pushing the microsite though their Facebook page by posting links to the page and to the film.

Opening up the world of Hermès and showing the time, dedication and passion that is necessary to make the products helps Hermès defend its luxury status and explain its high-prices. “It’s important for luxury brands to provide behind-the-scenes glimpses to truly appreciate the heart, soul and craftsmanship that goes into each individual item,” Ms. Strum said. “In terms of Hermès’ luxury aspect, being able to actually see each item being handcrafted as opposed to manufactured in a factory, increases their individual value,” she said. “They are truly artistic pieces, created from the genuine passion of each artisan.”