Back in December, I was in a meeting about how to participate in Paris Fashion Week. Sometimes there is a disconnect between the brain to the mouth and I blurted out "I have a crazy idea, let's make a music video!" This all seemed like a perfectly normal idea at the time and everyone at the table looked at me and said "Ok, do it." I am extremely fortunate to work with a group of people who let me be myself and try things that are out of the box, but there was one thing I didn't tell anyone... I've never made a music video, let alone in French.
So I spent the next month thinking about how to back out of this plan and mulled over all the reasons it would not work. First of all, who was going to perform? Do they fit with the brand message of our boutique? How do I get all the talent together to make something like this happen? Do I need a permit for filming in France? Will I be thrown out of the country?
Growing up on MTV and loving fashion videos such as George Michael's iconic "Freedom! '90," this opportunity was really a dream come true so I started doing a bit of research. Most brands are involved with creating videos and content for a collection but not for a specific boutique. I watched Alber Elbaz's dancing models for FW11 in Lanvin, Nicola Formichetti's "Brothers of Arcadia" film for Mugler, and the short films of Chloe. After all the research, it was clear to me that there was no way that this was going to happen.
Arriving in Paris a month prior to Fashion Week, my walk to work took me by the DSQUARED2 boutique everyday, and in the window were several TV's playing a short film starring the Caten brothers called "Behind the Mirror." Talk about becoming fearless! These guys were starring in their own campaign and if they could do it in heels then I was determined to figure out how to make my music video. The best way to do something that you are unfamiliar with is to compare it to something you are good at. I am good at making drinks, so all this video needed to be was another cocktail. Determined to use all French ingredients, I reached out to friends in Paris and started sourcing the raw materials. Twenty-four hours before the production was to take place everything seemed to come together. Below is my recipe for a "French Fashion Music Video." Luckily, the only reason the French Police came to talk to me was to request a picture with the band.
How to Make a French Fashion Music Video:
++French make up artist
++French sound technician
Mix and style ingredients appropriately. Allow to dance, sing and do their thing. For a Hitchcock twist add a small cameo of yourself. Enjoy the day and wait for the final product... see below: