The world of fashion is a lot more intellectual than many imagine. But while there has always been a lot of thought behind the scenes, all that has often been presented to the general public are the products themselves. The growth of content and short branded filmmaking is starting to change that, and brands at both ends of the spectrum are becoming more ambitious in their messaging.
Last year, Uniqlo’s first global branding campaign sought to tackle the question of why we wear clothes. While the effort is likely to be lost on some people, it was an intelligent move in that it immediately helped set Uniqlo apart from other ‘fast fashion’ labels, which are not known for their contributions to philosophy.
At the much higher end, recent global work for Adidas and Yohji Yamamoto’s Y-3 label has been an ongoing commentary on the concepts of privacy and surveillance in an increasingly Orwellian world.
The latest film, which debuted on 16 January to promote this year’s Spring/Summer collection, continues to explore this theme and the designer’s vision of clothes as a kind of ‘armour’. Directed by New York-based agency Blackrose, it features riot-squad imagery and a sinister, ever-present drone that the clothes ultimately repel.
Campaign’s view: The concept is interesting for those who have time to consider it and lends a backstory to the products, giving them depth while maintaining clear positioning for the brand. For those less willing to engage in the concept, the film is still an atmospheric showcase for the clothes which, in the end, are the most important thing.