London fashion house Void of Course launched its Spring/ Summer 2013 collection with an eerie film. The designers Chris Sutton and Sean-Anthony Moran presented runway shows season after season and now, used the medium of film to display their Gothic fashions.
The video is dark and ominous from start to finish. It was made in collaboration with Ryan Hopkinson and Anna Trevelyan and is narrated by none other than the king of darkness, Marilyn Manson. The clothes are shown on pale-skinned models with bleached blonde hair. The generally dark apparel splashes against their skin tones and illuminates as the lights in the film flicker. The energy of the video is sinister and Manson’s voice adds to this sentiment.
Void of Course is successful in attempting to correlate its Spring/ Summer 2013 collection with dark overtones and appeal to an edgier market.
What Makes This Trend Stand Out
- Gothic Fashion Films
- The use of film to display Gothic-inspired fashion lines is a disruptive innovation opportunity for fashion marketing and entertainment.
- Collaboration with Celebrities
- Partnering with celebrities, especially those with unique styles, for brand promotions is a disruptive innovation opportunity for marketing and sales.
- Sinister Energy in Fashion
- Creating fashion designs and marketing them with a dark, ominous energy is a disruptive innovation opportunity for designers and marketers.
Sectors Adopting This
- Fashion
- The fashion industry can use Gothic fashion films and celebrity collaborations to attract an edgier market and increase sales.
- Film and Entertainment
- Partnering with fashion brands to create eerie films that showcase their designs is a disruptive innovation opportunity for filmmakers and production companies.
- Music
- Collaborating with fashion brands to create unique marketing campaigns, like providing narration for a fashion film, is a disruptive innovation opportunity for musicians and their managers.
