It would seem that the French fashion houses have discovered the internet and the power of viral marketing. First up there was Chanel, which had a very lovely Lara Stone trying on clothes in a fitting room with Karl Lagerfeld offering direction.
The Chanel video is a clever little piece of marketing and is true to the luxury brands spirit, and the Lagerfeld dialogue is a nice touch, but Dior have now gone one better.
Dior have created a mini feature film starring Hollywood starlet and supremely gorgeous Marion Cotillard. â€œThe Lady Noire Affair will debut in its internet home on 20th May. Marion play a wonderfully dressed femme fatale and it’s almost like watching a 6 ½ minute Hitchcock film.
The video is directed by Oliver Dahan and they have even made a clever little trailer for the film. You can expect the Eiffel Tower, gangsters, stockings, Lady Dior handbags and fabulous clothes. The idea behind the campaign is to turn Dior back into an iconic brand, with products that have a true iconic status. On the mini film John Galliano commented:
â€œWe wanted to capture the glamour, the intrigue, the heroine and the mysterious allure that radiates around her, Marion has brought the Dior woman to life. She is incredible.
A print campaign will accompany the film and there may even be another chapter to the it. You can watch the mini movie from 20th May at ladydior.com. It’s this seasons must see!