Kenzo: “Snowbird” SS16 Fashion Film
Kenzo explores new ways to showcase an advertising campaign with a short-film
Forget advertising campaigns with no plot, theme or script. Kenzo has just changed the game of how to tease an upcoming collection. Much like the Fall/winter collection of 2015, the brand used a short film to showcase the spring/summer 2016 line. Enlisting the help of Sean Barker who directed Tangerine, the designers Humberto Leon and Carol Lim showed off an enigmatic 11-minute video earlier this month in Los Angeles.
Titled “Snowbird”, the short film sees the audience follow Abbey Lee of Mad Max as she shares a cake with her neighbors in a desert trailer park. Of course, since this is not a movie but a chance for the brand to show off its collection, the lead character is decked out in Kenzo throughout the film. Some of the actors are in fact residents of the community while others are professionals. We wouldn’t want to ruin the movie so we won’t delve further into the plot but it is impressive what the filmmaker has done on just a simple iPhone.
Dubbed a fashion film, “Snowbird” seems to have been on the minds of both the designers and the director from the very beginning. The designers feel that rather disconnecting from the world of fashion and glamour, the film simply makes up one part of the whole collection. Like a jigsaw puzzle, the film helps to explain the inspiration behind the collection. Even the music was something made specifically for the film. Stephonik Youth, the filmmaker’s sister, wrote the original pieces that could easily pass for a dynamic release you could enjoy on Spotify.
The men’s fall 2016 collection was unveiled earlier in January while the women’s collection, will be showcased at Paris Fashion Week in March.