Skewering the earnestness and, at times, outright ridiculousness, of the fashion industry is fairly common. But it’s less common coming from the naming rights sponsor of a major fashion event. And that’s what Mercedes Benz has done with its entertaining, cliche-slapping film Fistful of Wolves.
As it explains: “The new Fashion Creatives film features the C111 and Justin O’Shea, buying director at online fashion store mytheresa.com, as well as the Chipperfield brothers and fashion editors Veronika Heilbrunner and Julia Knolle. On the cusp of the Fall/Winter 2015 edition of Mercedes-Benz Fashion Week Berlin, Justin finds himself caught up in the clichés of fashion advertising. It’s serious and dramatic: he runs in slow motion, talks about his emotions and the hype that surrounds him. Good to know that he can always rely on Veronika and his circle of friends to bring him back to the real world.”
The short film was directed by Danny Sangra.
Mercedes-Benz is big on fashion and believes the “demands on fashion and cars are very similar”.
“Making a decision to buy a particular type of car or a specific outfit defines the way in which we present ourselves. A trend-setting design therefore plays a central role both in fashion and the world of automobiles … Perfection, the impassioned power of innovation and distinctive style – that’s the link between Mercedes-Benzdesign and top-class fashion design.”
In keeping with other luxury car brands like Jaguar, which have gone down the long-form road and employed big name actors, it enlisted avant-garde legend Tilda Swinton for a 2015 campaign.