Couture Inspiration for Movie by Parfums Givenchy
France- Paris | Jan 9 2013 | (23:37:45 - EDT)
Parfums Givenchy launches its new lipstick line simply called “Le Rouge.” On this occasion, the fragrance brand releases an original movie imagined and directed by creation studio Hellohikimori. Deep, captivating, this visual creation is an extension to the couture brand’s artistic director Riccardo Tisci’s dark poetic universe.
To make a strong impression on the lipstick “Le Rouge” launch, Parfums Givenchy chooses Paris-based creation studio Hellohikimori whose aesthetic influences and sensibility are close to Tisci’s.
“Le Rouge” captures the actual Maison’s spirit: adorned with a luxurious leather sleeve, its metallic mechanic is inspired by the stud, being a Couture detail precious to the brand. The movie accurately represents a kind of allegory while capitalizing on its strong aesthetic features.
Just like a mirror game, the leather dress on the model stands for the lipstick case while the 3D images enhances its shape, as well as the stud’s. The variations of the grey shades reveal “Le Rouge”’s radiance and the magnified textures: skin, leather or yet metal are honored here thanks to the very geometrical and graphic images, which are definitely HKI studio’s trademark.
For Parfums Givenchy’s Digital project manager, Benoît Cuisinier, this collaboration was obvious: “We were immediately convinced by studio Hellohikimori’s touch. Their
precise, bespoke and yet bold artistic direction totally matches the actual spirit of the brand, inspired by Riccardo Tisci.”
David Ronhel, co-founder of Hellohikimori underlines : “We are very proud of this collaboration with Parfums Givenchy: we share a common sensibility with Riccardo Tisci’s work, which is both inspiring and deeply stimulating. We wanted to bring 'Le Rouge' alive by staging it in the dark atmosphere it brings out. We focused on the texture
sets, graphic lines and colorimetry in this movie, whose style ends up matching perfectly ours.”
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