For reasons which we currently cannot fathom, fashion video campaigns rarely pack the same visceral visual pull, emotional resonance or artistic flair of their static brethren. It doesn’t make sense and neither does this new Abbey Lee fronted video campaign for Alexander Wang’s Fall 2010 RTW collection, shot by Craig McDean, creative directed by Fabien Baron and styled by Karl Templer.
Abbey Lee, who’s most recently appeared in Karl Lagerfeld’s all style and no substance Chanel short and a mildly-scandalous Ryan McGinley ad for South Korean brand Lewitt, is the very embodiment of Wang’s tough yet feminine aesthetic, sure. But when the most enjoyable aspect of a campaign video is the background music (an industrial remix of The XX) you know you’ve missed the mark.
Here’s to middling campaign videos, may they someday reach the lofty heights of Nick Knight’s SHOWstudio.
