The Strand Arcade in Sydney’s CBD has found a unique way to launch its AW17 campaign—an interactive music video.
Filmed in the arcade, the video stars up and coming singer Sloan Peterson alongside dancers from the Australian Ballet School and Sydney Dance Company.
Set to Peterson’s song ‘105’, the video look book highlights pieces from Australian designers including Jac+Jack, Bassike, Ginger & Smart, Manning Cartel and Scanlan and Theodore. Viewers are able to ‘shop’ each outfit at the click of a mouse to see details including the designer and price.
The campaign also takes viewers on a tour of the Strand Arcade, which has been in business for 126 years.
This isn’t the first time the centre has championed home-grown talent. The arcade has previously worked with actress Odessa Young, model Charlie Fraser and musicians Say Lou Lou, all three of which are now forging international careers.
Victor Gaspar, general manager IPOH Group, which owns the Strand, said that supporting local talent and innovating in the fashion space is important to the company.
“Our aim was to create a unique and interactive digital experience, where customers are taken on a journey showcasing all the Strand Arcade has to offer,” he said.
“The natural evolution of fashion campaigns are that they are becoming increasingly digitally orientated and, as the Strand is at the forefront of fashion, we too wanted our latest campaign to reflect this.”
Although a first for the Strand, music video look books have been gaining popularity for the past five years. The idea was debuted by designer clothing retailer SSENSE in 2012 with a video featuring singer Iggy Azalea and DJ-producer Diplo.
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