The creators of The Vow have shunned renowned designer accessories in favor of purses from Canadian indie label Imperfect Indulgence.
A brown leather shoulder bag, a woven red and black handbag, and the square male messenger pictured star alongside Channing Tatum and Rachel McAdams in the romantic weepie. Imperfect Indulgence creator Ana Niculae said she can barely wait to see her purses to make their big screen debut.
“I’m probably going to be screaming in the movie theater,” she gushed.
It’s unusual for filmmakers to choose low profile designers, but it was important for The Vow’s team to nurture new talent. Film representatives attended a Toronto Fashion Incubator seminar two years ago and encouraged designers to submit their work for consideration. Niculae presented her portfolio which was received enthusiastically by The Vow’s costume design team. They felt the unusual Imperfect Indulgence handbags would be perfect for Rachel McAdams’ art student character.
Product placement expert Jeff Greenfield of C3 Metrics says film appearances can help companies expand their customer base.
“The nice thing about product placement is that once it’s in the film, it’s there forever,” he explained. “So anyone who buys this movie, either because they’re a Rachel McAdams fan or they’re a fan of this film, will see the bag over and over and over again.“
Consider the number of movie screens that will show the flick in the coming months all around the world, and then the global DVD sales to come. A lot of eyeballs will be on Imperfect Indulgence handbags. Hopefully it leads to big things for this fledgling fashion house!
