As one might expect, Lanvin‘s spring ’13 campaign video, shot by Steven Meisel, shows models posing in sexy slow-motion while looking stunningly aloof. More than that, however, it’s a charming portrait of creative director Alber Elbaz and his ethos: the pursuit of happy modernism and eccentric beauty.
In a corner of the video, Elbaz is seen Skyping in, presumably from Paris HQ. As he watches the final edit in seeming real-time, he gets more and more excited, and more and more adorable, brushing away all the pretension and elitism normally associated with fashion shoots. He’s just a regular guy at the office after a long day of work, fawning over his finished product. “Oh, it’s divine!” he gushes. “The perspective is just sick.” At one point he proclaims, “It’s California at its best, you know?” Yes, Alber, we do. The collection has a sophisticated yet breezy air that would fit in locales from Marin County to the Chateau Marmont. You can almost smell the Jasmine home fragrance likely spritzed on set.
The French house is no stranger to this vein of digital marketing, having found viral success with previous clips featuring Raquel Zimmermann dancing to Pitbull, and a stop-motion short of a glamourous dinner party oozing with pythons. Quirky!
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Video posted by Lanvin on YouTube