Designer Clothing brands turn to short film

Designer clothing labels are moving into the realm of artistic film it seems and Christina Ricci has been named as the latest star of a short movie created in the name of a brand.

The film, which will be entitled Four Play, has been inspired by a bag in the Donna Karan range and will be directed by Jake Sumner - who is Sting’s son.

"I wanted it to feel like something that could be viewed in itself, but using the aesthetic of Donna Karan. There’s a thin line between very unsubtle advertising and doing something that stands alone and has its integrity," he explained.

Christina will act out four characters - The Expressionist, The Paramour, The Voyeur and The Dreamer - and the artistic film is set to replace the brand’s classic adverts for the Eldridge designer handbag.

The Independent noted that French couture brand Christian Dior has also followed this short-firm route - this year it launched a range of online videos to promote a new handbag and it also ran a series of chaptered adverts featuring Marion Cotillard.

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