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By Danielle D’Onofrio | Impressionist

Fast fashion retailer Zara and Simmonds ltd. went high fashion this season with its selection of Gordon von Steiner as their campaign video director. Steiner, cinematographer to some of this season’s best fashion films from Prada to Coach, brought his signature haunting and beautiful aesthetic to the table in the label’s latest film.

The video has a distinct 70’s vibe, complete with long, free flowing hair. As the music plays, the models eerily sway with small, calculated movements while set in monochromatic rooms. As the music picks up the pace, so do the models, who are now conveying movement through hair flips and standing in odd formations that make us wonder if we have stumbled upon some ritual. All at once, the music and models symbiotically slow down, almost to a complete halt, as the room fills with ghastly whispers……………but then, with the snap of one dramatic flick of the hair, the music and models come alive once more.

The video is well executed, cinematic, but the ghastly pause gave us pause as it felt out of synch with the edgy, fast retailer’s brand image. The hairy situation that needed a bit of a blow out.

Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Director | Gordon von Steiner
Models | Ine Neefs & Jean Campbell
Stylist | Jane How
Hair | Anthony Turner
Make-up | Peter Phillips
1st AD | Kelly McGee
1st Assistant | Wen Colom
Music | “51 Ways to Leave Your Lover” by Tristesse Contemporaine