Shooting a video ad in black and white with eerie night-vision lenses might not sound like the best way to promote a product. But a series of such films for racy lingerie brand Agent Provocateur—with the star attraction of Kate Moss, shot by director Mike Figgis—attracted an unprecedented number of customers to the brand’s Web site for the launch.
To view each of the series of four films, called The Four Dreams of Miss X, during which a lingerie-clad Moss wanders through an empty house talking about her dreams, customers had to register on the company’s Web site. But Joe Corre, co-founder and co-owner of Agent Provocateur (with wife Serena Rees), insists that while the increased traffic to the site had helped customers “discover” the brand, the films weren’t designed solely to drive sales online.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"