STEAM HEAT: What do models talk about during a campaign shoot? You name it, according to Alber Elbaz, who used their nonstop prattle about travel, work, fashion, romance and recipes as an ambiguous soundtrack for Lanvin’s spring fashion video, make its debut today on its Web site, YouTube and Facebook.
Wearing loads of lamé and sipping water at what could be a kitchen table, three blonde women preen and pose, the room pitch black behind them. A trio of men are at another table, while male and female voices whisper things like “I love the way it smells as it rises,” “thick and frosty” or “It’s my finest work.” Sound effects, including a whistling kettle and sizzling sounds, suggest food is the topic — or is it?
This story first appeared in the January 27, 2014 issue of WWD. Subscribe Today.
Lanvin caused an online sensation with its fall 2011 campaign video featuring models Raquel Zimmermann and Karen Elson dancing to a Pitbull track, with a grooving Elbaz putting in a cameo at the end. It’s logged more than 800,000 views on YouTube alone.
The new clip is more low key, but its cryptic dialogue and sleek imagery invite multiple viewings. “When someone whispers, you have to get close and you have to ask them to repeat,” Elbaz said. “Why are they talking about food?”
The print campaign features the same trio of models posed at the same table, with the men’s spots breaking this month in L’Uomo Vogue and the women’s in a variety of March issues.
The film and photos are by Steven Meisel, with creative direction by House and Holme’s Ronnie Newhouse and Stephen Wolstenholme.