Gucci’s new fake fur is all but sustainable

Gucci’s fake fur is aggravating pollution and is all but sustainable

Gucci Ghost Mink Fur GG Diamond Coat ($23,535) as seen o Pinterest

Real fur or fake fur? Sustainable or unsustainable fashion? Real fur is very expensive but what is the true cost for our planet when we opt for fake fur?

Gucci announced this October 2017 that it will cease to use real fur and switch to fake fur only. This is hailed by the flag of sustainable measures, much in tune with the Corporate Social Responsibility measures (or CSR for short) of the parent conglomerate Kering.

CEO Bizzarri & creative director Michele announce fake fur at Gucci in 2017. For the love of who?

No doubt, this action is also targeting Millennials, those Eco-conscious consumers who are so lucrative for Gucci and part of the strategy behind its complete revival, headed by the recently-appointed Alessandro Michele.

Business of Fashion reported: “The decision to ban fur was made with creative director Alessandro Michele, emphasized [CEO] Bizzarri. “Fashion has always been about trends and emotions and anticipating the wishes and desires of consumers,” he said. The best creative directors “are able to anticipate, to smell something outside before anybody else. Fashion and modernity go together.”

For animal lovers, vegetarians and vegans of this planet, fake fur might seem like it’s long overdue amongst luxury brands, and a welcome directive. However, I argue that fake fur is highly unsustainable, bad for the planet and – in the long run – helps no animal nor human. Furthermore, when it gets really cold (like in Russia or Canada) you will freeze in your expensive or cheap fake fur jacket. But if you wear real fur, you will not only experience perfect insulation, you might even have a waterproof garment on.

 

inuit-caribou-skin-1

“Inuit elders indicate that Inuit-designed caribou skin clothing is the most effective cold weather clothing for extended periods in severe cold with no means of warming up. Elders continually remind people to bring their skin clothing with them even if they are just going out for a short snowmobile or all-terrain vehicle ride. Accidents happen each year where 1 or 2 people perish from the cold due to being stranded a mile or two from the community when an unusual storm comes up quickly and they are inadequately dressed.” (Oakes et al., 1995)

There is a study by the Canadian military, which was also published in a research journal, which performed a “Comparison of traditional and manufactured cold weather ensembles” putting half of the military men in the latest and most advanced synthetic outerwear and the other half into Inuit-style Caribou fur costumes. If you are keen, you can read the study which concluded:

“Findings indicate that the overall skin temperature, as well as the cheek, thigh, toe, and torso temperatures, remained significantly higher when wearing the caribou skin ensemble compared to changes observed when wearing the military or expedition clothing ensembles.”

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Ok, so fur will keep you warmer, but how is it more sustainable, you may wonderbiodegradable?

The Fur Source has some interesting facts about fur, as published on their site in 2016:

” Genuine fur is natural, renewable, biodegradable and sustainable. The negative environmental impact caused by faux fur and synthetic fibers in general is far greater than that of real fur.”

 

 

Synthetic Fibers are Made from Petrochemicals

Petrochemical plant. The starting point of your fake fur jacket.

Faux fur and most synthetics are made from petrochemicals. They can take more than 3 times as much non-renewable energy to produce as real fur. Like other plastics, these materials do not break down easily and will remain in landfills for centuries. At a time when the true ecological cost of “cheap”, mass-produced, disposable “fast-fashion” is just beginning to be calculated – think millions of tons of poor-quality fibers and short-life garments filling up landfills – the naturally durable and recyclable qualities of fur make more sense than ever!

 

 


Plastic, plastic, everywhere: The world’s oceans are full of discarded trash that degrades and sinks, or drifts ashore at places like Turneffe Atoll in Belize.
Photograph by WaterFrame, Alamy – Image source here.

Real Fur is quickly Biodegradable – Fake fur not a bit

Yes, real fur is biodegradable, like all things made by nature, mother nature happily takes them back into its eco-system. You don’t believe me? Look at this experiment which Truth About Fur (voice of the North American fur trade) conducted.

They burried real fur and fake fur and left it untouched for several months. When they dug it up again, this is what they found:

The Great Fur Burrial: After cleaning. Fake fur on the left, real on the right.

So what does Gucci say about all that? Parent company Kering has developed E P&L monitoring system for their environmental efforts and state:

“INSIGHT

Finishing and dyeing textiles is one of the areas in the supply chain that uses the most water and energy the E P&L revealed.

ACTION

Implement Clean by Design, a programme to improve the efficiency of textile mills through identifying low cost opportunities that save water, energy, fuel and electricity.”

“Corporate Sustainability: Profit, Motive and Intention in Greenwash” from this very interesting article.

When I read this, Greenwashing comes to mind and profits over people. There is no way you ca follow a sustainable and clean design programme when you are in fact, polluting the world with the procurement of petrochemical-based garments. There is however, certainly much marketing savvy involved and an opportunistic jump onto the sustainability band wagon.

Did you know that synthetic fur does not only destroy our planet at the end of its life, but also during its lifetime?

“Washing Faux Fur is Bad for Waterways

While machine washing a faux fur article, it’s estimated that each piece can release as many as 1900 tiny plastic particles into water systems. This can be harmful to the ecosystem in general, negatively affecting the health of plants, animals and people who live off of the waterways.”

Fur is a Byproduct of the Meat Industry or Meat is a Byproduct of the Fur Industry

If you eat meat, or buy any clothing made from real leather wouldn’t you be happy to know that the hide of the animal did not go to waste? Or if it is a farm that trades with furs, wouldn’t you be relieved to know that the meat is eaten? If you are a vegan or vegetarian, you don’t have to eat the meat, but think about how much natural resources are used to produce fake fur and how it pollutes the planet. Sure, you might not choose to wear real or fake fur in that case – and perhaps the products by Scandinavian designer Stine Sandermaan might work for you.

“[…] a report by the European Commission in 2014 found that acrylic, the principal fibre in fake fur and other synthetic fabrics, had the worst environmental impact of nine fibres studied.”

My fur coats are all vintage and their production did not involve the pumping of oil (a great pollutant to the planet) and the use of huge amounts of energy in order to make synthetic fibres.

One of my fur coats is inherited, so it has lasted several generations already and will still be useful for the coming one. When it has finished it’s life-time as a garment, it will become compost which in turn feeds the earth. By polluting the planet less, more animals of our entire eco-system will live a happier life. Above all though, I know I will stay warm this winter and for this I thank the animal who gave me their hide, for we humans are unable to survive naked in most climates.

I value our earth’s traditions, which have been passed down for tens of thousands of years. There is wisdom in what has been done before, there is purpose and integrity.

And thus, I close this post with one of my favourite documentaries: Nanook of the North (also known as Nanook of the North: A Story Of Life and Love In the Actual Arctic) is a 1922 silent documentary film by Robert J. Flaherty.

Watch it here:

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London’s eternity: In books, buildings and bespoke shoes

London is an eternal city, it is full of historical significance and amidst change and movement, there are places of complete standstill, older than any of the passers-by.

© The Print Collector—Heritage-Images/Imagestate

The Old Curiosity Shop, 13-14 Portsmouth Street WC2A

In Holborn, near the wonderful London School of Economics, not far from King’s College and the Thames river, is a very old and historical part of town where presently, there is a lot of construction going on.

Image source here.

But amidst all the updates, refurbishments and additions to Central London, there are historical sights which have not changed for centuries.

You might think that I am speaking of great and famous buildings which there are plenty here in London, but I am referring to the tiniest and most humble structures with arguably some of the greatest significance in terms of history and continuity of this beautiful city.

 

The Old Curiosity Shop as it stands in November 2017 – it’s 5th Century here. How many people has it seen walk past on this very corner?

The place I have photographed here is no other then THE OLD CURIOSITY SHOP made immortal by Charles Dickens’ novel. I love the backdrop of intense construction and the 16th Century shop in  a bubble of eternal tranquility. Whereas in other cities of the world the memories of the past would have had to crumble under the pressure of the heavy wallets of property investors, London preserves and protects many heritage sites. Thank goodness.

Of course, it is not where Nell Trent and her grandfather actually lived, for this was fiction, nor was it called “The Old Curiosity Shop” when the novel was published in the mid-19th Century, but received its name later – probably due to the immense popularity of the book.

But the present day resident is still a remarkable protagonist, if you like. The Japanese designer shoemaker Kimura Daita-san has set up an atelier where he makes incredible bespoke shoes, a rather English tradition you could argue.

 

I quote Chrissy Grübel from her fantastic post

“Kimura has been in residence since 1992, crafting truly unique designs for both men and women. What will you find? Shiny leather oxfords, cool “hog-toed” boots, colorful unisex sneakers—classic shapes with modern details that can live in anyone’s wardrobe. I am personally begging for the Eley Kishimoto laceups: “Please, sir. I want some more.” Yes, I know this quote is from a different Dickens novel, but I’m a blogger not a scholar.

The shop may only exist in a magical lil’ nook of what I think is the most magical city on earth, but luckily for those who don’t share my urban obsession, you can shop online! There is justice in the world!”

You can see the full collection of shoes here and below is a movie made by Kimura-san:

 

 

Alpha Books, 1 Portsmouth St, London WC2A 2ES (corner of Sheffield St.)

And then, opposite The Curiosity Shop is another gem: Alpha Books. This shop provides the university students, lecturers (like me) and bibliophiles with rare, used, out-of print or specialty books at very decent prices. It is, not to say the least, quite a “Dickensian” sort of place. When I went in, an grumpy man hidden behind a partition and half-way into an antique stairway leading to the basement. I could not see the man at first, but only hear him grumbling and ranting.

I asked: “Exuse me?”

He shouted: “Yes, excuse me! We are busy, you have to wait!”

And when he had carried a box out to the door I asked: “Yesterday, you had a book on structuralism outside…”

“Yes! By Piaget,” he finished my sentence and then went on to fetch it out the many random piles of books on the floor.

Incredible, I thought, because not only did he know exactly which book it was, he also found it within the seeming chaos in a split second! And it is an out-of-print 1971 edition! Of an author who only certain people even have heard of!

If I was filming a scene of a movie, this would be it. Only at that point, I was in the movie. A shop devoid of any signs of modernity, inside or out. It could have been the 1980s, the 1950s, or earlier.

Alpha books and its owner are a cultural heritage of London.

 

A view from inside the bookshop, looking at one of the London School of Economics’ buildings.

Whilst in the shop, and scanning it’s book tables just outside I fell in love with at least 5 more and will be stopping there again. Alpha books is a rarity for connoisseurs, of knowledge, history and authenticity, when bookstores are disappearing and gentrification is making little old curiosity shops extinct. The owner can be grumpy if he likes, I don’t mind – this place is not to be missed.

With love from London,

Olga

xx

The Hemline Index – if skirt lengths could talk

Today’s post is about the lengths of skirts, a topic that came up during a conversation at the university where I lecture. Have you ever heard about the “Hemline Index”?

This index, originally from the 1920s insists that skirt lengths increase or decrease depending on the social, political and financial state in the world (or a part of the world, mostly Western). This theory was brought forward by the economist Prof. George Taylor who was at Wharton School at the University of Pennsylvania.

Many researchers have challenged the index to prove it or disapprove of it and I’d say that the results are inconclusive.

Here is a lovely blog post about it from The Women’s History Network, which I am reposting. Enjoy!

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The History of Hemlines

Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening. (Coco Chanel)

graphhemlines

The designers, the haute couture fashion houses and the ever changing seasons – they all have a high influence on fashion. But have you ever considered the historical impact on style trends? According to the 1927 Hemline Index, the length of our ancestors skirt or dress could actually indicate a country’s wealth, prosperity and general wellbeing of the time. Here’s a run through of the ups and downs of hemlines throughout the 20th and 21st century.

pre1920s

The Prim & Proper Pre-1920s

For hundreds or even thousands of years, women’s skirts and dresses conformed to one length: long and down to the floor. As things changed around the world with the onset of the First World War, Victorian-era prudishness began to unravel. Women gained more independence and importance in society and, as the world entered the decadent economy of the roaring ‘20s, hemlines began to rise.

roaring20s

The Roaring 1920s

With the recent film adaptation of F Scott Fitzgerald’s The Great Gatsby, we all know the look of the classic ‘20s flapper: dropped waists, Mary-Jane shoes, long rope necklaces made of pearls and finger-wave short hair. This was a decade all about freedom and social progression and naturally, daring hem lengths followed suit. It’s easy to overlook the hemlines of flapper dresses, but their above-the-knee length was considered shocking at the time, especially when coupled with the loose waist band instead of a rigid corset.

1930shemlines

The crashing 1930s

After the Wall Street Crash of 1929, the Great Depression brought hemlines crashing back down to the floor with its grim psychological effect on the public. The lack of money and merriment meant the debauchery and risk taking of the ‘20s disappeared and was replaced by a return to a level of modesty – both economically and fashionably. The 1930s also saw the dawn of Hollywood’s Golden Age. Whilst many other businesses collapsed, the film industry grew in popularity. Films offered a temporary escape  from the harshness of reality. Hollywood made stars out of women such as Great Garbo, Jean Harlow and Bette Davis.

postwar1

Post War 1940s

 postwar2

… & Fun Filled 1950s

The cautious post-war mood of the world was mirrored in the mid-length skirts and dresses popular throughout the ‘40s and ‘50s. Advances in social restraint meant that they weren’t quite as prim as the floor length looks of decades past, but society still hadn’t quite regained its momentous opulence from the ‘20s. The nipped in waists and flared-out skirts depicted femininity whilst pencil skirts represented elegance, class and sophistication. The 1950s saw the invention of the teenager and young adults gained more independence and freedom. Teenagers took a certain amount of control on their lives, including fashion. Girls and boys no longer wanted to look like miniature versions of their parents. They expressed their individuality through the clothes and hairstyles.

swinging60s

Swinging 1960s

The ‘60s saw rising levels of fiscal prosperity and – with the invention of the teenager – young people began to rule the roost for the very first time. Short hemlines are unmistakably interwoven with this era, thanks to the arrival of the miniskirt (created by Mary Quant): the physical embodiment of a world daring to push new boundaries.

1970s1

Disco Dancing 1970s

  1970s2

Disco Dancing 1970s

Social and economic discontent increased by the ‘70s, with the onset of the Vietnam War, unexpected inflation and the embargo on oil in 1973. Stock values begun to slump and floor-length maxi skirts came back into fashion for the first time since the Depression. Laura Ashley was a popular designer with her peasant style smock dresses and tunics.

180s

Exciting 1980s & Generation X 1990s

The rising battle against sexism – with the ‘Girl Power’ of the Spice Girls and the underground feminist movement of Riot Grrrl – combined with a break away from fashions dictating only one stylish length, meant that skirt lengths differed for the first time and could be anything of your choice. Power-suited prosperity generally meant that skirts were short and accessorised with high heels they were laden with authority.

2000s

Millennium 2000s

As the world saw in the Naughties it also saw a major dip in everything from jobs, money, morale and hemlines at the hands of the recession. With the world economy in the grip of uncertainty, the trend for skirt lengths mirrors this ambiguity – whether maxi, midi, mini or anything in-between, it seems anything is in vogue right now.

Nina Koo-Seen-Lin (c) August 2013

Gourmand smells and tastes at Ladurée and Harrods perfume hall – unicorn trend?

Tapping into the unicorn trend?

Unicorn Frappucino

Today’s post is on yummie rainbow things, because I am always drawn to interesting and gourmand smells and tastes. On some days, I absolutely have to indulge in tasting and smelling amazing things, so recently I went to Ladurée in Harrods London, followed by a sniffing escapade in the Harrods Perfume Hall.

Writing this I wonder, if I have been zapped by the growing unicorn trend or if I have always been a veteran unicorn when it comes to certain things. In Japan the “Kawaii” trend has been present for many many years so pink, cute and girly things are an old fad of mine! But with the ongoing unicorn trend in the West, your guess is as good as mine!

 

The original Ladurée in Paris

Ladurée is one of my go-to places when in Paris. The Paris branch is a granny’s paradise, a heaven of antiques in a splendid building on the Champs Elysees (there are a few more in Paris but this is my fave one. Thick cushions, lunch, tea and dessert….give me good book or send me there with a friend and I will be one happy Olga.

Ladurée Tea Room in Paris

But whilst I am spending time in London, its a delight that in this city they also have a branch – styled slightly different, with more marble and modernity.

Ladurée is famous for its rainbow-cloured MACARONS

If you have seen the recent trends of rainbow coloured, unicorn-themed gimmicks, candy and accessories, well, Ladurée had it all first, I say. They are the masters of all shades of pastel colours, sweet macarons (the FAMOUS macarons) and cakes.  If you want to have a macaron with you at all times, you can purchase it as a keychain, too as the company has branched out into a broad scope of merchandise in the last years, from fragrant candles to bags to key chains and more.

Ladurée macaron keychain

My healthy snack of that day was a coffee and a chocolate eclair which was so chocolaty that I won’t need any chocs for a week at least. The service was impeccable, and so was my treat.

Harrods Perfume Hall

After Ladurée, I explored the Harrods Perfume Hall where you can find best-seller fragrances, but more importantly, they stock all the niche perfumes. This place is often packed and hard to maneuver through during peak hours, however it is a one-stop-shop for many beautiful olfactory creations that are not widely available, including the private lines by jewelers and fashion brands which have become quite a trend lately.

For example, and completely in tune with sweet desserts, there was a bottle of this year’s new fragrance by Amouage in a rosé flacon, entitled “Blossom Love!” Yes I am quite obsessed with it now…

The unicorns are out to get us…

You see what I mean about the unicorns? Everything is pink and girly and pastel coloured at the moment. Why oh why?

“Van der Poel says that her team originally projected the unicorn trend for 2012 and 2013 following the sudden popularity of pastel-colored French macarons in the food world and a spate of fairy tale-themed films in theaters. She labels the trend a “combination regression-escapism” moment, especially for Millennials who grew up in the late 1980s and early 1990s during the original incarnation of the “My Little Pony” cartoon.” explains the San Francisco Chronicle.

It may be well true….

 

London’s Tokimeite & Tombo Café x Hello Kitty

Konnichiwa my dear readers, and my apologies for being silent for so long. London life has been keeping me rather busy so it is only today that I found time to post.

I have had a very Japanese weekend indeed, and I want to tell you about two lovely restaurants that I visited.

 

  1. Tokimeite

A beautiful and refined Japanese restaurant in Central London, near New Bond Street. This gem serves Kyoto-style cuisine, prepared by a star chef. I tasted the Bento lunch set which was delightful!

While enjoying a look at the wonderful interior, I started wondering about the design of the lamps. Do they look like temple lanterns to you?

Tokimeite London with star chef Murata Yoshihiro

 

2. Tombo Café

Tombo Café is my go-to for a large Matcha Latte and a home-style Chicken Katsu Curry. But today, I bumped into Tombo’s Hello Kitty promotion! Yes, yes, Hello Kitty, you read it correctly! This is  enough to get me excited in a girly, squeaky kind of way.

Check out all the amazing things they are offering:

 

 

 

My Matcha Latte!

 

Still have to try this delicious assortment of cakes….

 

Of course, all these delicious treats are still a far cry from what you can get in Japan, but this is very close and – very yummie! The reason is mostly because it is difficult to obtain or even ship the special and very fresh ingredients over here. I recently bumped into a stranded container from Mitsui Shipping Company and wondered how food is shipped from Japan to London, but that’s for another story.

Mitsui in North Acton. This must be the only existing shot where a crocodile, a magpie and a seagull all peacefully pose in one single shot.

Anyways, should you be in London, please do try out these tasty treats!
Mata ne!

 

Can you take e-commerce offline? Ask Alexa and Amazon.

Image result for storesigns.com

Image source here.

Hello boys and girls, ladies and gentlemen,

One of the hot topics I lecture on is e-commerce, physical stores and the combination of both. The usual way this is done by companies and brands is that they have a store and then absolutely must expand into e-commerce, making sure they are available to customers through all sorts of digital and mobile devices.

But can this work the other way around? Can a pure-play retailer (only selling via e-commerce and with a business model entirely devoted to it) take its business offline?

The world’s pioneer of e-commerce Amazon has done just that. The infamous inventor of Alexa was once famous for being an on-line bookstore and a few decades later this bookstore is now a physical store. What’s highly interesting is how the digital gimmicks of ratings or purchase suggestions have been turned back into brick-and-mortar. Although I usually write about fashion, art, Japan and textiles, I want to direct your attention to books, in this case. It’s a great example for any e-business, including e-tailers like ASOS or Net-a-Porter and Zalando who all might consider a brick & mortar store (and not just a pop-up store which they open from time to time).

Below I am re-posting an excerpt of an insightful article by Anne-Marie Kovacs and her blog “As a Consumer.” Enjoy and click on the link to read it in full if you fancy!

 

“[…] The shopping experience at Amazon Books, the physical store

I walked into Amazon Books in Chicago’s Lakeview neighborhood last month. This was the company’s fifth physical store. At 6,000 square feet with only 3,800 titles on display, it’s definitely not a bookstore on the scale of the mega Barnes & Noble or Borders bookstores of lore. It’s “small” but the whole product selection is curated – with guidance from Amazon’s top ratings and product popularity – to feature only top selling favorite products. Add Amazon’s tweaks and “secret sauce” to the traditional bookstore model and it made for a very enjoyable shopping experience.

 

Amazon Store in Southport Corridor of Lakeview neighborhood, Chicago

 

Book display Amazon Books store

Reviews and ratings

Amazon Bookstore reviews and ratings

Each book presented here has been deemed worthy of taking up shelf space. That’s because any book in the store has a rating of at least 4 out of 5. There is also a chosen reader’s review is featured on the review card that is displayed with each book. As is a barcode that customers can scan to get more information. As a consumer, I’m comforted to know that every book in the store has been vetted by hundreds – thousands? – of readers and should provide a satisfying, if not captivating read.

Visual cues

If you like youll love feature in the Amazonbooks store

I particularly enjoyed the “If you like {_____}, you’ll love {_____}” feature. A visual, immediately accessible way to find other books in a similar theme, style or category.  

Reading prompts and local interest

Amazon Books endcaps

The endcaps each feature different compelling reading “themes” such as the geo-relevant “Fiction Top Sellers in Chicago”, the take-it-on “100 Books to Read in a Lifetime”, addictive “Page Turners” and “Highly Rated” books in various categories. The books throughout the store are all placed face up. This take up a lot of real estate but it does make the selection easily scannable and shoppable.

Mobile enabled and encouraged

Using the Amazon app in the store

Amazon knows exactly how consumers shop today: always with a phone in hand, ready to “showroom” and search for reviews, coupons, opinions… It’s probably pointless to “showroom” in the Amazon store since, as we know, Amazon is the usual showrooming reference when we shop elsewhere.

The Amazon Books store encourages customers to use their app, not for showrooming, but to see the item’s price, additional recommendations and information on the Amazon.com site itself. The Amazon app (incidentally categorized under “Essentials” in iTunes) is quite fun to use in the store. Click on the app’s camera icon and it will scan pretty much any object (you can use it anywhere! Try it on any object where you are now) and provides eerily accurate search results within seconds. It found my Macbook right away when I was revisiting the app at home…

Prices are not marked on any of store items. In what we can guess is an attempt to onboard new Amazon Prime customers, existing Amazon Prime members get Prime pricing (which fluctuates constantly, so it can’t be listed) as opposed to the higher “list price” for non-Prime people. I don’t know anyone who’s not a Prime member. Do you? I bet only a minority of customers here actually pay MSRP. Anyhoo, if you don’t have the app, there are plenty of “scanning stations” throughout the store that can be used to get all the item’s info.

Electronics demystified

Amazon Books store - electronics section

Innovative electronic gadgets are not always an easy sell. We often need to see them in action to convince us to take the leap and purchase. The electronics display seen here, paired with competent and enthusiastic sales associates, make the sale a lot easier: easily understood product descriptions, customer reviews, samples to play with and salespeople available to ask questions to. This is the model needed to break through that customer hesitancy barrier. […]”

 

Sonic branding for fashion

AS I am researching this topic to include in my lecture next week, I want to share some interesting things I have found out with you, my dear readers.

Sonic branding – it is the stuff our windows PCs are made of when we start it up, what makes (some of) us love McDonald’s or know that a 20th Century Fox movie is starting. Yes, these are all familiar sounds, forever engraved in our minds and representative of the brands they are attributed to.

But how does it work for fashion? Fashion rarely makes use of repetitive jingles, perhaps because fashion is built on the concept of always presenting something new, something fresh, something yet unthought of. However, fashion DOES use music to its full advantage! Think of the famous Levi’s commercial which my dear friend John Altman arranged the music for.

“Levi’s Engineered Jeans were promoted in 2002 in “Odyssey”, a TV commercial that has come to be known as a classic. A young man (played by French actor Nicolas Duvauchelle) opens a door, steps back and emotionally prepares himself for the odyssey. And then he runs. Through the door, through the wall of the next room, and the room after. As he continues to burst through one empty room after another he is joined by another runner, a woman (played by Antoinette Sugier). Finally they stop, breathless. They catch a glance at each other, preparing for the next stage of the journey. It’s through the exterior brick wall, out into the forest, up the trees and into the sky. The text: “Levi’s Engineered Jeans. Freedom to move. levi.com”.” (Levi’s ‘Odyssey’ was the first major project delivered by special effects production company Framestore CFC since its inception at the end of 2001.)

The beautiful music was produced by Jeff Wayne and arranged by John Altman. The music is Handel’s ‘Sarabande’ from the Suite in D minor for solo harpsichord. John Altman employed a late-classical chamber orchestra — 22 strings, flute, clarinet, bassoon, three French horns and timpani.

This is a classic example of fusing – erm, classical music with fashion to get a very specific brand experience across.

But now lets fast forward a decade and a half to 2016, when Uniqlo (one of my favourite Japanese brands) made a fantastic music video to accompany their flagship store launch in London on Oxford Street. The campaign is created by Faster Horses and what they managed to do in this commercial is to capture the very unique spirit of London through visuals and sound. They used a German DJ named Konstantin Sibold: https://www.residentadvisor.net/dj/konstantinsibold [this has a great sound cloud link so you can sample his art] for the music and 8 individual dancers whose sequences were choreographed by Lukas McFarlane. They actually used derelict buildings and passages with graffiti all over London to make it authentic, unique and more cutting edge.

I hope the link works and you can watch their “This way to Utopia” commercial and I would love to hear your thoughts on this. What emotions does the video evoke? What do you make of the soundtrack?