BALENCIAGA ACT: Mytheresa.com has teamed with Balenciaga to poke fun at the glamour, exaggeration — and irony — endemic in the industry with a short film to be released on Sunday.
“Une Incroyable Excuse,” is a two-minute short featuring three young French Ladies Who Lunch, and the shocking discovery one of them makes when she opens her handbag to look for her car keys. The short, written and directed by Danny Sangra and filmed on location at Caviar Kaspia in Paris, is the e-tailer’s first fashion film project. The film makes its debut on Showstudio.com on Sunday, and will be posted later in the week on the Mytheresa.com Web site.
The three main characters wear exclusive looks from the Balenciaga fall runway collection, which are available to buy on Mytheresa.com.
Justin O’Shea, the site’s buying director, said one of his favorite movie lines is “Why so serious?” spoken by Heath Ledger’s Joker character in “The Dark Knight,” and he wanted to create something with a sense of humor. “The line has probably never been referenced in a fashion quote,” said O’Shea.
He added: “The idea of this industry being fun is something I feel strongly about, and that was the starting point behind the choice of director, Mr. Danny Sangra, for this cinematic project.” Sangra, a Central Saint Martins graduate, is also an artist, illustrator and photographer.
“Set in one of Paris’ most renowned culinary haunts, Caviar Kaspia, and contrasted with the refined, strict elegance of Balenciaga’s fall 2015 collection, the film highlights how fashion can be humorous without losing its glamorous edge,” said O’Shea.
The fall Balenciaga collection is the penultimate one from Alexander Wang, who showed his spring outing last week during the Paris collections. Wang will be succeeded as artistic director by Demna Gvasalia, founder of the edgy Paris label Vetements. His first show will be in March.