MyTheresa links with Stella Mccartney on video series
British designer Stella McCartney has joined forces with luxury e-tailer Mytheresa to collaborate on an exclusive video series marking the launch of her mainline and her adidas by Stella McCartney AW17 collections on the site.
Exclusive videos are becoming an increasingly popular option for luxury online retailers to promote big name collections as they drop in-store and this one features star model Binx Walton, sharing her personal thoughts and “displaying the many facets of Stella McCartney” as she changes into several unique looks.
The three videos follow her on a “typical day” out and about in New York, dressed in the designer’s creations from morning to evening. The videos act as more than just a straightforward clothing catalogue with a strong lifestyle element helping to illustrate just how the featured product can enhance the wearer’s daily life.
For instance, chapter is called ‘One On the run’ and introduces Walton’s workout routine and focuses on McCartney’s adidas work. Walton talks about how she stays active, and what keeps her motivated.
Chapter Two, called ‘I’m a shoe person’, follows as she preps for a casual day in the city, explains her typical style and why she’s drawn to her favourite accessory.
In Chapter Three, called ‘You wear the clothes, the clothes don’t wear you’, Walton changes into a McCartney evening dress for a night out, while giving insights on her style icon and fashion mantra.
Walton is a strong choice for the videos as her star is rising and she has appeared in campaigns for Céline, Marc Jacobs, Alexander Wang, Calvin Klein 205W39NYC, Tom Ford, Fendi, DKNY, and Balmain.
The project was directed by Markus Ehinger, the German cinematographer and director known for beauty and fashion films.
The Stella McCartney Aw17 collection and the exclusive video collaboration will be available online at mytheresa.com from September 6.
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