Now playing: Pure! Brutal! Glamour!, Fendi’s latest video by French filmmaker Loic Prigent


Created by the celebrated Fashion Film Director Loic Prigent, Fendi’s latest video called Pure!Brutal!Glamour!…is just that. Offering the perfect build up for the label’s Fall/Winter 2014-15 fashion show, it reveals the backstage frenzy, the collection’s burst of eclecticism and layered luxury, and adrenalin-charged activity. And Karl Lagerfeld.


Kicking off the video holding Karlito, his furry miniature lookalike bag charm, Lagerfeld is fast followed by Silvia Venturini Fendi, stylist Charlotte Stockdale and Chairman & CEO Pietro Beccari in action. One might start to think it is videos like these that were the word teaser’s inception. But wait till Cara comes on.

Cara Delevingne, who walked the catwalk exclusively for Fendi, and Georgia May Jagger, can be seen rehearsing and prancing around. Plus a pre-show prep session on the live-cam drones that in collaboration with Google flew over the show, offers an unprecedented and unique aerial view to the digital crowd.

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In my experience, a good fashion film is hard to come by but when it does, it easily trumps even its more slice-of-life peers. And this Karlito toting, Google collaboration boasting 20-second precedent proves it will when the 2’ film goes live on fendi.com September 3rd. On the same day, the full version (16’) will be showcased on youtube.com/fendichannel.