Here is short film [written and directed by Danny Sangra] for Mercedes-Benz Fashion Week Berlin.
Fashion always takes itself so seriously. So seriously that it becomes tedious, elitist, and often intimidating. Which is why so many people are left feeling, “I’m not good enough for fashion”.
The strategy and thinking that led to this piece of work is SPOT ON. It speaks to a brand’s ability to laugh at itself. To be self-effacing. To take the piss. And by so doing it wins the hearts and minds of all people, be they into-fashion or out-of-fashion.
I avoid Fashion Week with its poses and superficiality. I’d love to go to Fashion Week Berlin after watching this film. I’m kind of imagining that behind the facade of fashion seriousness everyone will be wearing a knowing smile that says, “Yes, this is all a lot of pretentious wank. Now that we’ve got that out of the way let’s sit back, be real, and enjoy the show”.