By Kenneth Richard | The Impressionist
Blue jean baby, L.A. lady, seamstress for the band
Pretty eyed, pirate smile, you’ll marry a music man
Tom Ford unleashed a bevy of ‘Tiny Dancers’ today in the form of Instagram video posts featuring models dancing at his recent Los Angels show. Karlie Kloss, Gigi Hadid, Lindsey Wixson, Binx Walton, Sasha Luss, Daphne Groeneveld and others were captured dancing to “Heaven” by Jay Z for the 15 second spots.
Leave it to Tom Ford and crew to maximize an opportunity by leveraging the hair and make-up ready runway models for a quick backstage video grab. But make no mistake – this was a carefully conceived and executed idea and one that recognizes that brands are in the content development game with digital in the driver’s seat. Ever the visionary, the director in Ford assured the film frame was specifically shot to work with the frame size of social channels and models were given a manageable task that was doable given the runway circumstances.
While many designers recognized the value of backstage, adding in step-and repeats, photo backdrops, and even creating digital gifs, none have been able to maximize it to the degree that Tom Ford and his crew have this season. They have built a catalog of digital social shorts to play out as they see fit and turned a runway show into something more. And because of that, we suspect they, too, have a pirate smile.
See more at Tom Ford Instagram