This season sees many a name elite collaboration. From Celia Birtwell’s eponymous range for Uniqlo that we covered last week to Rihanna’s London Fashion Week debut that divided the fash pack, to the latest collaborative drop that has had Aesthetic HQ swooning.
For SS13, 7 For All Mankind have James Franco onboard as the creative force behind the brand’s newest campaign, ‘A Beautiful Odyssey’. Be still our beating hearts… Franco has imagined and directed a film that embodies the Californian spirit that he marries with the 7 For All Mankind aesthetic. Creating a full-length film and multimedia campaign, Franco even invites the audience to determine the fate of the film’s storyline with an interactive Facebook initiative. We like. A lot.
The campaign explores the themes of love and connectivity, showcasing an aspirational white wedding paired with the idyllic surroundings of a California beach at sunset. Over the course of a day and night, you gain a slice of the action of one of the most intimate and sacred moments in a relationship.
James Franco continues his ongoing role as a brand and image creative for 7 For All Mankind and, on his latest endeavour, says: ‘Love is a beautiful thing. A powerful thing. But there are different textures to it. There’s a range of emotion that goes beyond happiness alone. People like to pretend that part’s not there, but that’s the way passion is. We didn’t shy away from that. We went for it with a vision of a California beach wedding.
Chapters one (watch it above!) and two have already launched on the 7 For All Mankind Facebook page, with another interactive trailer coming out next week on 6th April 2013, so you can vote for the direction you like. We don’t know about you, but this has kept us occupied for many a lunch break…!
‘The Beautiful Odyssey’ with James Franco will culminate with an exclusive director’s cut on 25th April 2013 in LA. Pop the date in your diary as the audience cut and director’s cut will be simultaneously broadcasted on the brand page on the day.
Michelle Chai is a self-confessed colour avoider, avid coffee enthusiast, multi-tasker extraordinaire and, by night, a regular fashion blogger at Daisybutter. She edits Aesthetic (both online and print) and really enjoys her ongoing quest for the perfect knit. FYI, this one came close to nabbing the title.