Many brands find that creating fashion films are a good way to make people aware of the brand and show them what its about as they can often go viral
This series of Dior films were shot by famed duo Inez Van Lamsweerde and Vinoodh Matadin. These are example of videos which have gone viral, particularly the first which received more than 17 million views in a period
of three weeks.
Dior - Secret Garden Versailles (Long Version) 2012
'Secret Garden II - "Versailles" Long Film
Dior Secret Garden III - Versailles
All of the films are made up of quiet short flashing clips which provides an upbeat lively effect to the video. The music used also adds to this effect (All the songs are by Depeche mode). Although the clothes and the hair and make up used are quite classic, and the setting of versailles is quite traditional, the way that it has been shot feels modern, with the editing of the clips. For example the transitions from black and white to colour in the first and second video and reversing some of the footage in the third film. Also shots seem to vary. Some pan in and out, and they glimpse quickly to different models. Flashing from garments to lingerie adds a seductive feel to the films.
In the first film the looks used were from the 2012 fall collection. The main model used was Daria Strokous and she is joined by fellow models Melissa Stasiuk and Xiao Wen Ju, who are some of the industries top models. The second film has quite a surreal, fairytale like element to it. Featuring a 'fashion playground' in the a midst of smoke and the forest, produces a mysterious, fairytale like atmosphere. In the third video we follow the Dior woman yet again through Versailles. This time the models are Daria Strokous, Fei Fei Sun and Katlin Aas. According to Dior, the models are meant to represent a "variation on the Three Graces- goddesses of antiquity who inspired masterpieces by Raphael and Botticelli.
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