Loewe is the latest fashion house to release a kooky short film. The label’s Blow Up video looks to promote its Amazona handbag.
The James Lima-shot video stars Ana Beatriz Barros and some exploding Amazona purses. Lima has worked on projects like Avatar, Terminator: The Sarah Connor Chronicles, and Strange Days so he clearly knows a thing or two about special effects. Those combustible purses look impressive, but do they really belong in a piece of fashion marketing? I certainly wouldn’t want to hold anything that could detonate at any moment!
“James and I talked about deconstructing the Amazona, taking it apart piece by piece, and showing the 12 hours of work [that goes into the making of it], but in reverse and in a bold, provocative way,” Loewe’s Stuart Vevers explained to Style.com. “That’s where the idea of exploding bags came from.“
These kinds of avant garde productions are coming thick and fast these days, even though most of us can’t figure out why. I suppose these weird clips get everyone talking, but I can’t imagine that buzz compensates for this video’s special effects budget.
