Harrods unveils new campaign film, blends culture with fashion
Harrods has unveiled its latest fashion campaign in the form a new film, created in partnership with production house Iconoclast UK.
They’ve come up with a “picturesque film” that mixes culture with fashion and “celebrates the unrivalled product breadth available in the Knightsbridge store and the opportunity for experimentation and fun this unlocks to customers”.
The concept and direction come courtesy of Iggy London with the campaign conveying Harrods as a “space where anything is possible, and where fashion-lovers can be whoever they want to be and wear whatever they choose without boundaries or limits”.
Iggy London said: “It was really important for me to shine a spotlight on some of the most interesting individuals within the London creative scene for this film with Harrods. The idea behind the film being that when all these amazing talents come together, there’s a shared excitement that we all feel. Combining this message with such an iconic and historical brand as Harrods and bringing these two different worlds together was super exciting.”
The film features a “troupe of meticulously styled talent, led by poet, trans-visibility crusader and model of the moment, Kai-Isaiah Jamal”. They make their journey through Harrods while showcasing new season designs from some of the world’s biggest designer names.
The journey through the store is narrated by an original spoken-word poem by Jamal, “which celebrates freedom of expression, creativity and the individuality espoused by our fashion choices”.
The retailer said the cast is “an inside nod to the London creative scene”, including Sri Lankan-Swiss singer-songwriter Priya Ragu, and London-based saxophonist CKTRL, who “are recognised for celebrating their own uniqueness and talents while being completely in-tune with the cultural zeitgeist”.
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