Films, Fashion and Opening Ceremony

Eternal It Girl Chloë Sevigny continues her partnership with Opening Ceremony with the release of her Fall 2009 line, and alongside it, a video that we just can’t take our eyes off.

image from nymag.com

image from nymag.com

 

This season, the retailer decided to try its hand at viral video marketing by releasing an art-house inspired short film. The clip features a starring role from Sevigny in promotion of the store’s latest location in Tokyo—it will open in the Shibuya mini mall on August 30, 2009.

image from slamxhype.com

image from slamxhype.com

 

“We have been wanting to open in Tokyo for quite some time now and the right space came up so we decided to go with it,” says Opening Ceremony co-owner, Humberto Leon to dazeddigital.com.

image from slamxhype.com

image from slamxhype.com

 

The showroom/gallery/retail space continues to bring together the company’s perspectives on retail integration: established designers, emerging designers, vintage pieces and items from select markets.

image from slamxhype.com

image from slamxhype.com

 

As the days creep closer to Opening Ceremony’s highly anticipated Tokyo launch, the company has introduced the element of film to add their cutting edge and innovative realm. Combining talent like Jason Schwartzman, Gus Van Sant, Matt Wolf, Joe Denardo, and M. Blash with new collections, Opening Ceremony’s new films may border on bizarre, but redefine the idea of fresh corporate marketing. 

image from slamxhype.com

image from slamxhype.com

 

“Collaborative design has been a key aspect of Opening Ceremony’s retail philosophy,” says its website, and we remain thankful. With past lines paired with the likes of Proenza Schouler, Rodarte, Alexander Wang, Lutz, Hussein Chalayan and Topshop, we can always rely on Opening Ceremony for its willingness to take chances on emerging artists, while bringing us the best from the classics.

Sevigny will also house her new line of menswear in the new Opening Ceremony store. The line promises to bring together her personal nostalgia for high school days, Depeche Mode, and a re-launch of 80s style. Leave it up to Sevigny make the 80s cool, yet again.

image from nymag.com

image from nymag.com

 

–  Lauren Shirreffs and Cora Nijhawan

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1 Comment

Filed under Campaigns, Fashion, Films

One response to “Films, Fashion and Opening Ceremony

  1. julie

    That video is cool but it’s a rip off of the beginning of the movie Amalie.

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