The "New Thing" in Fashion Film
In a world so heavily inundated with marketing you have to give it to anyone who comes up with something creative in the promotional realm. So snaps, golf claps and a wink go to local creative agency, Sandymontana, for a hell of a fashion line introduction.
They worked with Prabal Gurung, New York Fashion designer and recipient of the 2011 CFDA Swarovski Award for Womenswear, on how to best present his 2012 Resort collection. Since this was Prabal’s maiden launch he wanted to take an unconventional route and present the world something exciting that could rise above the typical fashion film. Sandymontana’s proposal: Prabal Gurung presents hip hop’s latest it girl, Rye Rye and the track “New Thing” from her upcoming debut album with dance choreographer by Jaquel Knight (Beyonce – Single Ladies) to create a fashion-inspired music dance video that highlights the 2012 Resort Collection.
P.s. Sign me up for any of those back up dancer’s outfits…want!