Fashion films of the week: New Look, Josephine de la Baume, recycled fashion

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New Look

« Our jeans look as good on as they do coming off, » says UK high street brand New Look in a new video featuring Dudley O’Shaughnessy, the green-eyed boy from Rihanna’s 2012 video for « We Found Love. » Directed by Daniel Bliss of creative agency Sudden Black, the film is an almost shot-by-shot remake of the famous 1985 Levi’s 501 commercial featuring Nick Kamen stripping off to the sounds of Marvin Gaye. Updated to 21st century London the boxer and model strips to the varied delight and disapproval of his fellow laundrette users.

My Crazy Scrunchie

Titled « La Belle Fleure qui Pleure, » this short film was directed by photographer Tom Beard for the My Crazy Scrunchie brand. The video sees Josephine de la Baume (aka Mrs Mark Ronson) interspersed with black and white footage. Sitting and weeping, de la Baume’s monochrome misery is lifted by the technicolor delights of one of the MCS brand’s hair scrunchies. The Singtank singer puts her tapdancing skills to the test in this gleeful little vid.

Liora Lasalle  

Directed by Magali Charrier, the stunningly-shot and quirkily-designed two-minute short features model Lucy Bird in designer Liora Lasalle’s prizewinning Re-source collection. All the clothes were produced by the 24-year-old St Martins graduate using recycled uniforms from Veolia Environmental Services, who sponsored the British Fashion Council competition

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