The fine line between Creative Director and Director is continuing to blur as Kenzo’s Creative Director Humberto Leon prepares to launch his first film as a Director and Screenwriter on September 8th during New York Fashion Week.
Leon and the house of Kenzo have been leveraging film as the central medium to lift for their campaigns for several season now teaming with both established and artisanal film directors such as Ana-Lily Amirpur, Greg Araki, Sean Baker, and even Spike Jones. By putting the film first, the house may be ahead of the curve for the digital age where motion has meaning and the landscape has enabled enough touchpoint to make the investment worthwhile.
Alongside Kenzo’s Co-Creative Director, Carol Lim, Leon has developed a light-hearted drama about a family of teenagers with unusual powers casting Milla Jovovich as the families matriarch. The short teaser implies a blend of S. E. Hinton’s The Outsiders with Marvel’s The New Mutants as the characters bond over overcoming the challenges of being embraced.
Photographer Ethan James Green captured the cast in perhaps the houses best still campaign associated with a film cast yet. Often the still aspects of the recent Kenzo campaigns have felt as though they were an afterthought featuring a group shot of the cast as they were about to depart the set. Here is feels as though the still have a concept behind them that captures the essence of the characters without the need for the story behind them.
The Impression is a believer in the power of storytelling and fashion breaking through the film bubble to longer form narrative that both promotes the collection and maintains users engagement and attention. While that may sound awfully dry, the execution against it shouldn’t be and it feels this season as though the fashion flock is finally getting their film on. Grab the popcorn and dim those lights!
Kenzo Creative Directors | Carol Lim & Humberto Leon Director & Screenplay | Humberto Leon Agency | Framework Framework Creative Directors | Brian Phillips & Joao Moraes Photographer | Ethan James Green Talent | Milla Jovovich, Alexandra Shipp, Kodi Smit-McPhee, Sasha Frolova, Regina Hall, Jay Ellis, Zsela, Leo Reilly, & Spike Jonze Project Manager | Carly Passuite Produced by | Ways & Means Executive Producers | Lana Kim & Jett Steiger Producer | Cedric Troadec Director of Photography | Wyatt Garfield Production Designer | Carlos Laszlo Costume Designer | Shirley Kurata Hair | Holli Smith Makeup | Isamaya Ffrench Manicurist | Naomi Yasuda Casting Director | Kim David-Wagner C.S.A. & Justine Arteta C.S.A. Framework Editor | Patrick Colman Sound Designer & Mixer | Squeak E. Clean Music | Oblivion performed by Grimes, Just a Cloud (feat. Vilja Larjosto) performed by Lusine, Pieces performed by Air Waves
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