Marc Cain’s new fashion film “How Wonderful” for the Fall/Winter 2021 season plays with an encounter between two worlds Fiction and reality. These two worlds meet in the new fashion film by Marc Cain.
Nature serves as a source of inspiration creating a framework for looks that are relaxed and cosy. Casual with aspiration. The motto of the sequence and the Fall/Winter 2021 season "How Wonderful" is based on our current desire to draw strength from the natural world.
The film strives on playing with contrasts. Analogue and digital. Urban and rural. Fluffy and smooth materials. Dynamics are created using fast cut sequences and changes in perspective. At the centre of the film is the encounter between model and avatar: the meeting seems natural and allows the analogue and digital worlds to merge.
The sequences are embedded in a setting with motifs from nature and architecture. The viewer is deeply immersed and experiences exhilarating sensory impressions which reflect the power and beauty of the nature world. In contrast to this, the visuals of the big city architecture appear cool and abstract. The looks are uncomplicated, and relaxed, thus picking up on the current trend of reinterpreted loungewear mixed with urban influences. New volumes are created using functional layering plus relaxed silhouettes. The looks merge perfectly into the overall picture and continue the story of contrasts in their materiality. Fluffy meets rustic, pithy is combined with smooth; hairy with shiny. Knitwear, especially, ranges from seductive to elegant, always with high quality processing technique.
All the scenes are close to the product with various detail shots, which skilfully bring out the high quality of the fabrics. Avatars have long since begun their conquest of the fashion world: They reflect the zeitgeist of society, one striding towards digital transformation. However, one of the most important goals and challenges here is the emotionalization of these avatars. This is achieved by not only creating them, but by bringing them to life: through the visuals, through motion and a personalised design. The innovative subject of digital transformation is being driven at Marc Cain. Pioneering in this area, Director Design, Katja Foos at Marc Cain, values the diverse opportunities as well as the combination of creativity and technology. The fashion film "How Wonderful" allows every viewer around the world the chance to take a front row seat and experience the highlights of the new Fall/Winter 2021 season up close and personal.