Westfield launch clickable fashion music videos
Westfield is excited to launch four clickable fashion music videos produced and directed by photographer and film-maker Rankin, starring models Tali Lennox and Portia Freeman.
Going live on 21st March, the music videos showcase a selection of seasonal looks to create key 2013 fashion trends as seen in Westfield’s spring/summer ‘We Are Fashion’ campaign. Featuring clever Hotspotting technology overlaying each film set to a separate backdrop of four specific trends, viewers can watch the story unfold whilst finding out about the brands, product and price details on show.
The films’ unique narratives are set to re-mixed versions of a song written for the series of videos “I Like the Way"; ‘Monochrome’ is set to a Brit-rock/pop soundtrack, ‘Brights’ has its own unique Electro sound, ‘Metallic & Pastels’ is presented Dub Step style, whilst ‘Prints & Floral’ is set to a summery folk tempo. From Top Shop, to Hugo Boss, each outfit modelled and seen in the films is available from retailers at Westfield London or Westfield Stratford City.
Rankin, comments: “When Westfield asked me to collaborate on this project to create four online viral videos, I immediately thought it would be interesting to bring the concept to life through music. It was a natural fit to show fashion through a music lens.
“We created one music track but in four different genres and with four different models, each representing the four new season trends. It was important that these music videos had authenticity; so we cast the models through singing auditions and actually recorded the tracks with the four stars.
“I love the democracy of the internet. I love that you can put out creative work that spans genres - art with music with fashion with film… and so on. It's a whole opportunity that has opened up to present fashion in a different context.”
Myf Ryan, General Manager Marketing, Westfield comments: “Westfield is very excited to collaborate with a true creative pioneer such as Rankin. Our centres have become pioneering fashion destinations for the capital and we are always looking to push boundaries and evolve the ways in which we showcase and present fashion to our customers. Having Rankin’s stamp on our spring/summer showcase is an exceptional project for us.”
Synonymous with compelling portraiture and distinct, moving-image shots, Rankin has an extensive portfolio that includes many global brand collaborations. This joint venture provides Westfield with the platform to solidify their authority within the fashion and style arenas.
Watch now at uk.westfield.com/uk/fashion
