Comedy collection: Lanvin film works like a dream

Paris – To promote its spring/summer 2013 campaign, fashion house Lanvin has created a tongue-in-cheek fashion video.

The film begins in a serious manner with moody models posing on a tree-filled terrace. Suddenly, the default Skype ringtone interrupts and Lanvin’s creative director Alber Elbaz appears on the screen.

Elbaz then begins to comment on the video, but rather than offering a serious analysis of the short film, he speaks lines such as ‘It’s very cinematography’ and ‘I feel I am in a dream, I feel I am on a cloud’, in comedic fashion.

Fashion labels are adopting an increasingly playful and self-aware approach to their fashion films. To find out more, read our The Irony of Fashion microtrend.