Earlier this year, London-based designer Mary Katrantzou, known for her highly detailed and realistic prints, unveiled an unusual clock on her website. Created in partnership between Ms. Katrantzou and JLF, the fashion spin-off of Johannes Leonardo, it revealed a new fashion from Ms. Katrantzou's resort line with each passing minute. Now, as the official launch of her digital home draws near, she has released this series of quirky videos produced by Legs that pay homage to the idea of "time" and reveal the inspiration story behind her fashions. The minute-long pieces are currently being seeded on fashion sites such as Style.com, Vogue Paris and Vogue Italia and read like performance art pieces The star a brunette model, Imogen, revealing the inspiration behind the prints featured on the pieces she wears.
In a few films, she's grilled by a mysterious interviewer, who asks her, therapist-style, about the details of her dress. In others, she reminisces in stilted spoken-word fashion, about the circumstances surrounding her print, while in yet another, whe dances in an awkward ballet while counting backwards -- no doubt alluding to the new site's arrival on November 20.
"The intention behind the films was to give a voice to the collection, by putting words to Mary's dresses, and describing them in different ways," said JLF Creative Director Ferdinando Verderi. "Fashion doesn't often dare to use words."
"With each video Mary and I wanted to create a story that would be inspired by the intrinsic characteristics of the dress the video is about,' he added. " If we take a piece like Transference, especially, but also Poem, Question, Chinese Monologue, or Occasions (see all to the right), you can notice that the story itself is inspired by that particular dress. The tone of the writing is playing between the real and the surreal, and just like Mary's visual references, never definitive or too literal. There is space for interpretations. Geographies and colors becomes dreams and states of mind."
Each film is meant to be seen as a fragment, intended to whet viewers' appetite to know more. Many of the dresses in the campaign will be available on the jnew site, on which e-commerce will be a main feature.