Branded entertainment in the form of short films or webisodes [and in some cases, let's face it... just reeeallly long commercials], are designed to run on the internet and to be shared through social networks. These are rapidly gaining popularity amongst many companies, particularly fashion brands. Ryan McGinley shot a short film for Pringle of Scotland starring Tilda Swinton, and Chanel has produced a few, one starring Audrey Tatou and one shot by Martin Scorsese for their men's fragrance, Bleu, starring Gaspard Ulliel to name just a few examples.
The latest to join the marketing trend is Miu Miu, one of the two brands owned by Miuccia Prada. Fashion brand Miu Miu has begun to enlist female directors to shoot a series of short films entitled The Women's Tales, in which the directors express the brand from a woman's perspective. The first of the films, The Powder Room, was shot by Zoe Cassavetes, best known for her 2007 feature film "Broken English."
Taking place in the women's room of the Claridge Hotel, the film stars model/actress Audrey Marnay and models Caroline de Maigret, Line Gost and Sophie Vlaming. Playing off the sanctuary of a women's room, and the unspoken dialogue between women within it, the surreal narrative utilizes the reflective surfaces to mirror the beauty and luxury of the Miu Miu universe.
"I love the idea of a powder room. The ritual that takes place within them is very important for women" explains Cassavetes. "There's something special about preparing yourself, a moment before the action takes place. I love the sense of intimacy."
Images from "behind the scenes" [courtesy of miu miu]:
