We here at Haute Living clearly get luxury’s future in the digital world. Just check out any of our fabulous blog topics about luxury yachts, jets, estates, and timepieces and you will understand what I mean.
But let’s not diverge. With countless luxury fashion houses using film and the Internet to disperse inspiring short films, live-stream runway shows, and more accessible e-commerce sites, it is clear that new media is catching on. Style Star, who partners with Microsoft and MSN, is helping such luxury brands as Louis Vuitton, Chanel, and Salvatore Ferragamo merge cinema, video, and luxury with new media. At the most recent Venice Film Festival each of those three companies debuted short films. And it was just announced that Style Star would be building a dual level, 10,000-square-foot space at the Cannes Film Festival next month.
Marina Garzoni, founder of Moda & Tecnologia (a non-profit organization that facilitates contacts between luxury groups and leading research labs, such as MIT in Boston), and the woman responsible for Style Star, says, “luxury brands have discovered that the web allows them to reach a huge new audience without hurting their brand’s status.” The space at Cannes will feature films that highlight the merging of film imagery, media, and fashion, as well as encourage those luxury brands that have not yet adopted this trend to join in.
Prada, Chanel, and Louis Vuitton are just a few of the luxury companies that have used directors like Martin Scorcese to film shorts.