Music News - NZ Musicians feat. in new fashion video for Clash Boutique
11 April 2013 - 0 Comments
CLASH Boutique is an NZ owned street wear store that is leading the way for the rise of kiwi fashion videography with the recent release of their own promotional fashion video featuring prominent NZ musicians and talent.
Fashion videography is a relatively recent trend – an exciting development in the ever changing face of fashion imagery that is one part music video, one part short film, and one part moving editorial. It is an exciting and interactive way for brands to connect with their target audiences and communicate their aesthetics, ethos, and seasonal looks in a medium that transcends the limitations of still imagery.
The trend is slowly making its way to NZ shores with the newly focused Glassons highlighting the power of the film medium with a stream of videos being released for both their Valentines Day and Easter Promotions. Auckland based street wear store CLASH Boutique is the most recent NZ brand to get in on the action and is leading the way for smaller NZ owned stores to also take advantage of the ever growing medium.
Produced by NZ filmmaker James Atkins and actor/model Kat Glass of Auckland production company Atkins Media, CLASH’s new promotional video is an excellent example of how fashion videography can encapsulate and communicate the energy and vivacity of a label or brand to their online audiences.
The video - inspired by CLASH owner/operator Nick Paulson’s love of underground movements, street art, and punk music - takes CLASH’s gritty, urban, and confident aesthetic and conveys it in a music video style promotion that nods heavily to iconic punk imagery.
Original music was composed and performed for the video by talented NZ musicians Jesse Sheehan (prominent solo artist, prior member of The Electric Confectionaires, and first solo artist to ever win the annual Smokefree Rockquest), Chris Horry (energetic frontman of the youthful metal band Jurassic Penguin as well as ambient alternative band Blackcrosses), and Carlie Dyer (drummer/guitarist of all girl ensemble Hello Riley and drummer/singer of Tiny Tantrums). In a tip off to the three-chord tunes that defined the late 70s, the track is a catchy and gritty backdrop for a tight and lively video that references various album covers of eponymous band The Clash (including a memorable scene recreating the famous guitar smashing imagery of ‘London Calling’).
The video heralds the beginning of what promises to be a flood of kiwi labels taking advantage of alternative promotional forums to increase their online presence.
CREDITS:
VIDEO LINK
www.youtube.com/watch?v=4jgPxuCPHw0&feature=youtu.be
CLASH BOUTIQUE
Nick Paulson
www.facebook.com/ClashBoutique
ATKINS MEDIA
James Atkins, Kat Glass, Kris Atkins
www.youtube.com/user/AtkinsMedia
www.facebook.com/atkinsmedianz
http://www.katleanneglass.com/
www.facebook.com/katleanneglass
MUSICIANS: Jesse Sheehan (NZ solo artist), Chris Horry (Blackcrosses, Jurassic Penguin), Carlie Dyer (Hello Riley, Tiny Tantrums)
CAST: Kat Glass (B&M Creative Artists/Monarch Models), Amber Maya, Nicholas Farrell-Graham
MAKE UP/HAIR : Nick Miller, Louise Molloy
CLASH BOUTIQUE are stockists of the following clothing labels:
American Vintage, Amsterdam Shoe Co., anerkjendt, Baracuta, BOY, Brixton, The Cambridge Satchel Company, Circle Park, Comune, Deus Ex Machina, Evil Twin, Firetrap, Joe’s, Kester Black, Long, Mad Love, Marshall, Merc, Modstrom, Mors, Nick Campbell Eyewear, Some Days Lovin’, Storm London, Tatty Devine, Toi et Moi, Underground, Urbanears, Waiting for the Sun, Weekend Offender
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