Recently I had the pleasure of dining at The Press Club for Ted Baker’s AW/2017 collection reveal. You might remember I was there last year for a luncheon, this time around, though, I was there to discuss and preview fashion, and eat caviar, and quaff superb wines, and…well, you get the picture!
Rather than a viewing or straight-up look-book, this season Ted Baker commissioned a short film by uber-Brit Guy Ritchie, called ‘Mission Impeccable.’ There’s a cloth bandit out there and in true London/James Bond style it’s your job to help recover the stolen goods.
It’s a cute concept and extremely well executed, whether or not it will actually sell more clothes remains to be seen. I understand, however, that the point of the film is to express a creative standpoint for a brand who baulk at traditional ad campaigns.
Rather they rely on collaborations, editorial coverage (which usually goes hand-in-hand with advertising spends, but that’s a whole other blog post), word-of-mouth and the infusion of these creative projects into the collective consumer psyche.
Your mission should you choose to accept it is to view the video and make up your own mind.
Challenge accepted? View video here.