It's difficult to get you head around Kenzo's latest video campaign, for it's S/S '14 collection. The French-Japanese fashion house has a reputation for a weird and wonderful ad campaigns, but it's latest really is a cut above the rest. 'Dawn in Luxor' looks at an 'alternative California' and features snippets and memories from designers, Carole Lim and Humberto Leon. 'The mix of scenarios, locations and ambiguous time periods indicates that the collection is inspired by and relevant to a wide range of situations, adeptly fusing fantasy and reality for its wearers' said Alex Savona, associate planner at Huge, New York.
The video, created by filmmaker Kahlil Joseph, transcends various times and genres, creating a surreal alternative reality that highlights various issues Kenzo are concerned with. The brand is an advocate of ocean awareness and at one point features a model, wearing Kenzo, next to a lifeless dolphin. Kenzo, which is known for its colourful prints and sweatshirts, and has long been a staple in many a 'cool-kid's' wardrobe, and understanding of what it's customer base want from an ad-campaign is crucial and, with over 70,000 hits in it's first week on the company's YouTube channel, the weirdness is obviously a pull for the brand's legions of customers. With this latest campaign Kenzo's reputation as the King of cool fashion houses is cemented.