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Memorable fashion flicks from emerging designers create new ways to market their collections

Angeleno, March 2008

Indie clothing designers with nonexistent ad budgets have hit upon a fresh way to market their latest lines: homemade short films, posted online and virally marketed to multi-mediated fashionistas across the country. Newbie L.A. brands Lova and Parballe, for instance, are introducing their spring lines with vivid vids. Lova channels Slim Aarons WASP through Wes Anderson quirk, while Parballe imbues Hans Christian Anderson folk with Sofia Coppola ennui. Other notable uploaders include Tarina Tarantino, Charlotte Ronson and Olsen twins label The Row. “When you have a small collection, you try to find new ways to bring what you do to the community, rather than making the community come to you,” says model-cum-designer Jesse Kamm (whose L.A. Bloom is typical of the genre: multiple vignettes of muse-like women bringing her look book to life via bicycle rides through Paris). Adds terminally trendsetting Jeremy Scott, who produced his own memorable flick, Starring, way back in ’03: “I’ve often felt frustrated by the fact that fashion shows are ephemeral. Film can be savored and then picked back up again over the years and rediscovered. You reach more people that way.” —Alexis Johnson

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