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October 19, 2009

The YSL manifesto

I'm a big fa of Yves Saint Laurent so I definitely have to post about the manifesto they have recently launched. It's an online video experience, pretty rock and unexpected I would say that take us through the shooting of the Fall/Winter advertising campaign in an engaging way.

It's a video that mixes campaign images with behind the scenes shots offering a rather emotional dive in the world of YSL.

Fashion and luxury brands are more and more exploiting the "behind the scenes" contents to engage with their consumers. Probably because the (aspirational) target audience has a sincere deside to find out details and points of view that are not usually accessible. So I don't mind if, in the end, online executions look all a bit the same, as long as they are a bit authentic and conceived with the right dose of style and creativity.

But what it's really nice to find out looking at the Manifesto, is the fact that YSL is taking social media pretty seriously. I didn't expect a Facebook fan page and a Twitter account and that was definitely a pleasant surprise!

By: martina // Permalink // Comment(s): (1)
Category(s): Fashion and apparel, New websites, Social networking

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Comments on this entry

They made a wise choice with the music selection. It adds a lot to the visual elements.
This video shows more personality behind YSL, as opposed to just fashion. This was a smart move for their branding.
I wonder why they chose to show the video footage through the youtube window? In all the shots you can see the red bar timer at the bottom.

Posted by: Morgan at October 20, 2009 05:26 PM

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