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Follow on Google News | Fashion designer Marcell von Berlin releases cutting edge fashion video during Berlin Fashion WeekThe designer who showcased his debut collection bypassed the "old" ways of showing and instead created a fashion video installation to more effectively tell the labels story.
Aiming to merge the labels confident & edgy fashion DNA with Berlins unique and gritty street-art sensibility the team decided to integrate already-in-place art pieces by Olafur Eliason & JR into the project. The layering a fashion narrative on top of their work resulted in creative & productive clashes of imagery and a unique and very urban texture which suited the labels temperament very well. Integrating all aspects of this project, such as Print, Digital, Video, Event & Marketing into a cohesive whole, the idea was to offer a tech-savvy and marketing-effective edge to the label which was showing a collection for the first time and demanded something edgy and high-energy. An example of this thinking: The promotional event at Bar Tausend was treated more as a street-art installation where we re-cycled imagery and video from the still campaign. The project was chasing it's own tail, so to speak... A "fluorescent cube" was a central element which appeared in every part of this project and offered a visual "red thread" that held everything together. The cube was built with of-the-shelf material from any hardware store and literally held together with tape. Contains some light nudity... Marcell von Berlin: http://marcellvonberlin.com Director: Per Zennström http://www.perzennstrom.com Director of Photography: Stylist: Diana Nagler Hair & Make-Up: Ilka Jänicke Line Producer: Kathrin Limburg Model: Jenny Strahl VSX: alterschwede.se Location: CarLoft Berlin http://www.youtube.com/ # # # Per zennstrÖm is an international, contemporary fashion photographer, blogger, on-line publisher and teacher and public speaker, passionate about photography, fashion, pop-culture, new media and the space where all these things come together, mix, match and mate with business... End
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