Mytheresa.com Pre-Launches Valentino Fall 2017 Collection
On July 26th 2017, luxury online retailer Mytheresa.com will be exclusively pre-launching a selection of the Valentino FW17 runway collection before the official launch. A dedicated music video featuring Eliot Sumner’s song “Species” will celebrate the pre-launch, whereby customers will enjoy the opportunity to shop their chosen pieces directly from the shop-able film.
Directed by Swedish film director Joanna Nordahl, the short film features different characters roaming around London’s urban streets and dressed in Valentino’s Fall-Winter 2017 collection. The video depicts diversity at its peak – a strong denominator in the lyrics of the song as well.
“It’s about how we’re evolving into this new species where things can be totally genderless and unidentifiable” says Sumner.
Joanna Nordahl has gained huge momentum with her music videos, short films, documentaries and commercials which led to her double Swedish Grammy nomination for Music Video of the Year 2016 back in February of this year. She was also awarded the grand prize for writing and directing the short film “Nothing but a Heartbeat”.
“I really love this whole ‘creating something from scratch’ concept. To see your vision go from dream/potential to reality/actual, is a very special thing,” she says.
The project was explored by REM Ruini e Mariotti studios, which won two 2015 Gold World Luxury award trophies in the fashion & style print categories for the Valentino Woman SS15 campaign.
On July 26th 2017, luxury online retailer Mytheresa.com will be exclusively pre-launching a selection of the Valentino FW17 runway collection before the official launch. A dedicated music video featuring Eliot Sumner’s song “Species” will celebrate the pre-launch, whereby customers will enjoy the opportunity to shop their chosen pieces directly from the shop-able film.
Directed by Swedish film director Joanna Nordahl, the short film features different characters roaming around London’s urban streets and dressed in Valentino’s Fall-Winter 2017 collection. The video depicts diversity at its peak – a strong denominator in the lyrics of the song as well.
“It’s about how we’re evolving into this new species where things can be totally genderless and unidentifiable” says Sumner.
Joanna Nordahl has gained huge momentum with her music videos, short films, documentaries and commercials which led to her double Swedish Grammy nomination for Music Video of the Year 2016 back in February of this year. She was also awarded the grand prize for writing and directing the short film “Nothing but a Heartbeat”.
“I really love this whole ‘creating something from scratch’ concept. To see your vision go from dream/potential to reality/actual, is a very special thing,” she says.
The project was explored by REM Ruini e Mariotti studios, which won two 2015 Gold World Luxury award trophies in the fashion & style print categories for the Valentino Woman SS15 campaign.
