GIRLS ON FILM: Liberty has swapped its fashion press day for a short film highlighting the store’s fall 2015 buy. Made by British filmmaker/photographer George Harvey, it channels an early-Sixties “Mad Men” vibe as models rotate on circular platforms while a chirpy voiceover describes each look and little messages pop up on screen saying “experimental yet wearable” or “fairytale elegance.”
The film’s images, which will also be featured in the store’s fall windows and used for social media campaigns, highlight contemporary and designer brands, “from Ukraine to Japan, new and exclusive to the store,” including Tomorrowland, Needle and Thread, Norse Projects, Paskal and Rachel Comey.
The midcentury feel of the film is very Liberty, said Ed Burstell, the store’s managing director. “We take modern pieces and whack them onto a retro background every single day — our store is a 1924 mock-Tudor building,” he noted, adding that he chose Harvey to shoot it because of his “sensitivity and playful, irreverent approach.”