Coincidentally (or significantly, depending on how you look at it), when French presidential candidate Francois Hollande was in the UK meeting Labour leader Ed Miliband and attempting to prove he was just as committed to the Anglo-French relationship as his opponent, friend of Cameron Nicolas Sarkozy, a large number of the designers showing at Paris Fashion Week were – you guessed it – British. Or at least British-based.
Any regular reader of this blog knows that my opinion of fashion film shorts is not exactly sky-high; of all the ones produced by this industry recently as it discovered the joys of YouTube and its gazillion viewers, only one has really worked. That’s because it walked a perfect line between self-mockery and great fun, and was not obsessed with framing its products perfectly in the camera’s eye. (The film of which I speak features models wearing Lanvin and dancing to Pit Bull.)
So I admit: when Cartier called me to tell me about its new commercial, my first reaction was (and I’m not proud of this, but we are going for full disclosure here): oh, no. Not again. Ergghh. And so on. But I took myself off to the unveiling at the Mini Palais restaurant in Paris anyway, sat myself in the plush velvet seat and prepared to grit my teeth. Read more