Louis Vuitton Video Highlights New Trend Among Fashion Brands

By Paul Joseph

French fashion house Louis Vuitton has released the first of its short film series that uses gender to provide a lens on a city - the latest example of luxury brands turning to video to create awareness.

Titled ‘When Hong Kong is a Woman, the video focuses on Hong Kong and was directed by Jean-Claude Thibaut, who has previously collaborated with high profile brands including Armani and Dolce & Gabbana.

The video presents the Asian destination as if it were a woman with appearances from students, various career women and a rising star in Asian cinema, Grace Huang.

Italian fashion brand Miu Miu has also joined the digital trend with the release of ‘The Woman Dress’. Directed by Italian moviemaker Giada Colagrande, the short film sees women transforming themselves into dresses and stars Italian actress Maya Sansa.

Meanwhile French fashion house Chanel is also set to release a video for its latest men’s fragrance campaign. Directed by renowned movie director Kathryn Bigelow - responsibe for the Oscar-winning movie ‘Hurt Locker’, the video promoted Chane’s Allure Homme Sport Eau Extreme fragrance and will feature professional surfer Ben Fuller.

By Paul Joseph