A fashion-forward, hip label like Alexander Wang knows how to reach its audience and deliver spot-on messages. Few brands dare to be original in the fairly new domain of fashion film, many of them still tributary to print, tackle the video media with clichéd recipes: incoherent, weak storylines with models pensively staring in the camera, posing or moving around on dramatic music. Spring 2013 video campaign for T by Alexander Wang breaks away from this pattern with a humorous sketch that takes place at the Alexander Wang NYC flagship store.
Nominated as one of the best fashion films of 2013, the T by Alexander Wang video directed by Gavin McInnes (cofounder of Vice Magazine) follows comedienne Anjelah Johnson reprising her funny role as Bon Qui Qui (of MadTV notoriety), who goes now through her tasks as a new employee at the store. Among the outraged shop customers we find Alessandra Ambrosio, A$AP Rocky and Natasha Lyonne. The clip is so well done you wish it would become a series.
[video:http://youtu.be/yKPTTIlA5gg]
