Videos

Campaign's film  The film was released through the brand’s social media sites, but a digital short version will also appear on televsion news network CNN. The international edition of CNN will host the campaign online and the digital short will appear on the network’s channel. This collaboration will begin on Sept. 15. Gucci’s social media sites are dedicating the entire week to the Jackie Bag. The Kate Moss influence The use of celebrities in campaigns grabs the attention of consumers, but the use of a celebrity model can align a brand with others who look to the same person. Other brands have Ms. Moss headlining their campaigns. For instance, luxury retailers jumped on the bandwagon for the Kate Moss for Topshop collection to reach outside their typical consumer base. Nordstrom, Net-A-Porter and Galeries Lafayette sold the off-price line and built buzz for weeks on social media and on their Web sites. Even though the collection might not fit with their usual price points, the luxury status of these retailers remained intact as long as it is an isolated promotion (see story). Also, British fashion house Burberry brought together British models Kate Moss and Cara Delevingne for the first time to create a campaign for its new women’s fragrance. The My Burberry fragrance is inspired by a London garden after the rain, but manages to weave the brand’s iconic trench coat into the campaign. As the first brand to use both Ms. Moss and Ms. Delevingne together in a campaign, Burberry will likely create a buzz surrounding this new fragrance (see story). Iconic women, both models and other celebrities, create a platform for brands. "[Jacqueline Kennedy Onassis brings] historical context and a number of analogous tie-ins," Mr. Black said. "Jackie was an style icon of her time and was hounded by paparazzi," he said. "Who can forget Ron Gallella’s images of her running away form him in Central Park?" "Kate is also a style icon of our time and receives the same levels of media attention. Albeit a bit more rock and roll." Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York

The Swarovski Collective video The video created for the more general progam highlights past and present designers at fashion shows. It also celebrates the 15 years that the program has been present. Partnering with fashion Stepping into the fashion show world for some brands can create a broader audience. For instance, Switzerland’s Jaeger-LeCoultre fêted its latest high-jewelry collection with a fashion show organized by French couturier Alexis Mabille. The fashion show served to highlight Jaeger-LeCoultre wristwatches as high-fashion-approved accessories rather than time telling tools. Debuting the 2014 high-jewelry pieces in a creative way underscored the similarities between couture designs and timepieces (see story). Also, Toyota Corp.-owned Lexus is looking to stand out at this year’s New York Fashion Week Sept. 4-11 with a multi-faceted installation by British fashion designer Gareth Pugh. The automaker will also make the Lexus RC F performance coupe a centerpiece of the event. Design Disrupted and similar campaigns have helped Lexus associate its brand image with innovation (see story). Engaging in a related realm, like fashion and design for jewelry or car brands, creates new opportunities for brands. "The Swarovski Collective provides the Swarovski brand a fantastic opportunity to engage young, talented fashion designers who want to experiment with unique materials,” Ms. Satrom said. “This initiative gets the brand noticed by both those in the industry and, tangentially, consumers who are fashion lovers,” she said. “It also showcases their product in a way that appeals to creative industry professionals.” Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York