Luxury and Animation: The New Era of Communication?
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Passionate about audiovisual and fashion, I am always delighted when the two arts unite their creativity. Recently, we have seen hand-drawn illustrations and animation elevate the creations of fashion houses. Whether on the side of Dior Beauty, with the new campaign “The Story of A Miss” for its iconic fragrance, or through the new design of the Hermès website, swapping product photos for illustrations… Fashion is also reconnecting with the analogue to rethink its communication, blending luxury and animation.
When luxury and animation replace AI with true creativity
Since the beginning of the year, the trend of returning to an analogue lifestyle has redefined our habits as well as the content on social media. Highlighting disconnected activities, including hobbies and crafts, there is an increasingly marked taste for handmade and its slower processes.
Revaluing the work of artists, their vision, and their techniques, is a true breath of fresh air at a time when the development of AI aims, conversely, at speed and the creation of campaigns and visuals generated in two clicks.
Like Chanel or Bvlgari, which recently used the blend of animation and live-action images to communicate about their fashion shows, collections, or hotels, other houses are also exploring the magic of drawing to rethink their brand universe.
“The Story of A Miss” the new Dior Beauty campaign combining luxury and animation
While some brands integrate drawing in touches within their universe, others adopt it 100%. This is the case, for example, with Dior Beauty, which has produced a new animated campaign inspired by its iconic fragrance, Miss Dior.
Designed by the studio Remembers, known for the Arco animated film co-produced by Natalie Portman, the advertisement, named “The Story of A Miss”, takes us into a poetic and floral universe celebrating the heritage of the Miss Dior fragrance created in 1947.
The drawing style, with its traditional touch reminiscent of animated films, and its 2D animation, combining static backgrounds and delicately moving elements, exudes a certain nostalgia and a powdery spirit that perfectly reflects the essence of the fragrance.
A blend of influences that takes us back somewhat to childhood and resonates with other collaborations between luxury and animation, such as those between the Ghibli studio and LOEWE. Furthermore, the Parisian studio behind the new Dior Beauty advertisement has also previously created several animated capsules for Chanel and Hermès.
Other brands have also embraced the trend of animation for their communication, such as LOEWE Perfumes or Bvlgari last May during its partnership with the International Art Exhibition of the Venice Biennale.
The new advertising campaign from Dior Beauty, showcasing the expertise of copywriters, art directors, illustrators, animators, and other creatives who brought this universe to life, emphasizes the importance of the link between fashion and the 7th, and particularly how the latter asserts itself over time.
Indeed, while the Dior House and cinema have been intimately linked for many years, we are potentially witnessing the beginning of a new creative chapter. Recently, I read an interview with Jonathan Anderson, Creative Director at Dior, sharing his desire to open up new possibilities for the house, citing cinema. Therefore, seeing the beauty/fragrance branch of the house move towards animation for this campaign could, I hope, inspire other campaigns or projects that blend the two arts.
Other houses have also taken the plunge to address, in addition to their couture tailoring, the role of audiovisual production, like Saint Laurent.
Product photography reimagined as drawing at Hermès
Some houses have illustration in their DNA. This is the case, for example, with Hermès, which has highlighted numerous artists who have illustrated and animated their products over the years. This applies to their Instagram content, campaigns, and website design.
Indeed, the house has recently let Sarah Martinon’s imagination bring life and color to its website, through unique styled visuals animated by Armand Beraud/Salut La Compagnie. And beyond the visuals intended for the homepage and other headers, the illustrator has also reimagined product photography in illustration form!
Is human creativity stronger than the speed of AI?
As a creative myself, the rise of AI brings a lot of concerns about the future of our professions. However, seeing such important and influential brands highlight creative profiles and shine a light on these arts and their processes gives hope and warms the heart!
Indeed, the quest for a return to essentials and a more analogue lifestyle is reflected across all industries.
