The new advertising concept aimed to capture the singularity of big fashion names has been developing attractive audio-visual tools to strength the brands’ reputation, for instance artistic fashion films or fashion documentaries glimpsing into the company’s inner working process.
Last thursday I attended the opening night of the first edition of Moritz Feed Dog Festival in Barcelona, focus on fashion documentary as a means of cultural expression. The opening film “Dior and I” by Frédéric Tcheng immersed us in the Maisons’s atelier during the arrival of Raf Simons and the production of O/W 2012-2013 haute couture collection.
In a kind of intimate portrait, Tcheng documents a true labour of love and dedication created by a highly qualified team. A successful working approach achieved for decades and transmitted from generation to generation, which has become the greatest legacy of the prestigious house. A tasteful corporate promotion that leaves a key message: Dior is bigger than anything, though everyone is very important, nobody is indispensable.