Kiton broke out of the box to introduce its new women’s collection for spring. Instead of a staid presentation or a look book, the luxury Italian brand opted to create a short film to showcase the line this season.
This story first appeared in the October 24, 2013 issue of WWD. Subscribe Today.
Set in the Museo di Capodimonte in Naples, the 90-second film by Joseph DeAcetis features Formula One race car driver Alexander Rossi (the only American driver on the Formula One circuit) and a female model photographed in the art museum. There are 12 clothing changes during the film, which also features shots of Capri, a luxury boat and a private jet in addition to artwork from the museum.
The film, titled “A Neopolitan Dream,” uses a crystal ball to inject a layer of fantasy into the story. The female model enters a dreamworld via a crystal ball, where Rossi plays her Prince Charming. He disappears into thin air at the end, but reappears when she reenters reality, alluding to a happy-ever-after ending.
Giovanna Paone, Kiton’s creative director of women’s, and daughter of founder Ciro Paone, said she had never been happy with the way the brand’s women’s collection had been communicated.
Women’s wear is a growth business for the company and now represents around 25 percent of sales, she said.
She said the film creates “great emotion — something that was missing in Kiton. Pictures and catalogues are very cold.”
The film will be shown on the company’s Web site, in its showrooms in Europe, the U.S. and Asia and in its 40 stores around the world.
Paone said that if the feedback on the film is positive, Kiton will continue to shoot films for its women’s line in upcoming seasons. And more men may be featured in future projects as well. “We usually don’t like to use models [for our men’s line]. We like real people,” she said. Kiton’s marketing materials traditionally use the brand’s best customers or its employees. “But there may be opportunity to have more men in the films.”