The fashion-centered short film seems to be the new preferred marketing ploy of major luxury brands these days. This fact, to me, seems like a good indication of a positive turn-around in the fashion industry’s economy considering that many labels were cutting back on advertising altogether in the recent past.
Dior is just one brand to sign-on a major actress for a short film revolving entirely around one of their handbags. Now Donna Karan’s gorgeous, pleated Eldridge handbag will star alongside equally pretty Christina Ricci in a short titled Four Play, set at the Soho Grand Hotel.
The two-minute film was directed by Jake Summer and, somewhat similar to the recent compilation of Dior shorts about the “New Lock” bag, will feature the actress in various scenarios and moods including situations as a dreamer and a voyeur. In all, the scenarios total four to match the number of ways the Eldridge bag can be worn.
[Source: WWD]
