Fashion brand debuts collection in music viral

Fashion house Lanvin is riding off the back for some strong music related PR at the moment. Not only has the fashion brand been seen hugging the rising baby bump of Beyonce as she announced her pregnancy at the 2011 MTV Music Video Awards, but a new viral for the brand’s Fall/Winter collection is also driving the music association home.

The viral made its debut at the weekend and features a string of glamorous models – including Karen Elson and Raquel Zimmermann – dancing to Pitbull’s ‘I Know You want Me’.

Despite the fact it features a bevy of beautiful people and that it is beautifully shot by Steven Meisel, the viral offers little in the way of innovation – there are no embedded links or over the top YouTube takeover elements to be seen. However, it has managed to rack up a sizeable 200,000+ views, highlighting once again how a simple meld of dance and music draws in viewers.

It’s also a clever way of augmented the accompanying static print campaign, turning models into people that viewers can actually relate to, whilst also showcasing new products in a vivid and accessible way by utilising the viral window as a vertical catwalk and providing space for the clothes to move.

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