Fashion videos are a dime a dozen these days, but leave it to 3.1 Phillip Lim to really do it right. The label’s new video “Weavers“, shot in Palm Springs, presents the stark, graphic F/W 2011 men’s collection against the blank, imposing surfaces of the desert town’s California modernist architecture. Directed by Andrew Paynter with a propulsive soundtrack from Sebastien Perrin, the film features RJ King, Miles Frank, and new face Craig (all cast by Daniel Peddle) striding across vacant parking lots and along sun-bleached stone walls with heroic purpose.
The short feels like a natural progression from Lim’s January presentation in Paris, all sharp lines and clean minimalism. The video, as Lim explained on Nowness.com, where it had its premiere yesterday, is an “attempt to capture that experience of seeing someone in snatches,” a reflection of the fragmented nature of contemporary life and unifying power . “It’s just three strangers going about their day. They cross paths, and feel a kindred spirit because of the way they dress.” (story by Jonathan Shia)
To see the full film, go to Nowness.com. Images courtesy of Nowness.