One of Karl Lagerfeld's preferred ways to promote the brand he helms is to create elegant short films based on the fascinating life of its creator, Coco Chanel -- and the upcoming Lagerfeld short will be no exception.
In a case of art imitating life, the mini biopic stars Kristen Stewart as a young actress cast as Coco Chanel in a feature film. The character Stewart plays is a diva who is rude to her producer, director and crew. According to the designer-turned-director, Stewart's character is just "really, really mean." Geraldine Chaplin plays middle age Coco in the Lagerfeld short.
A previous Lagerfeld short featured Keira Knightley as Coco Chanel. Creating a mythology around Chanel's creator as a way of solidifying the impression of prestige and history that the iconic label commands is a brilliant marketing strategy on Lagerfeld's part.
Why This Trend Is Growing
- Fashion-based Biopics
- Continued popularity of fashion-inspired films creates opportunities for the fashion and film industry to collaborate on new forms of content creation.
- Iconic Brand Mythology
- Creating mythologies around iconic brands can be a successful marketing strategy to solidify the brand's prestige and history.
- Celebrity Influence in Fashion
- The use of celebrity actors/actresses to portray famous fashion designers creates an opportunity to expand audiences and generate buzz in both the fashion and entertainment industries.
Industries Being Reshaped
- Fashion Industry
- The fashion industry can explore new avenues for content creation, especially collaborations with the film industry.
- Film Industry
- The film industry can bank on the popularity of fashion-inspired biopics and create and market them to reach new audiences.
- Marketing Industry
- Creating iconic brand mythologies can be an effective marketing strategy in any industry, especially for developing brand recognition and loyalty.
