Topshop has joined forces with up-and-coming film maker Tyrone Le Bon and stylist Beth Fenton to create a fashion film which will showcase its trends for SS11. The film features two models, Kat and Esme, as they show off this season's hottest trends.
The film is designed to encapsulate the overriding feeling that spring is all about dressing up and having fun with fashion. It was shot on a mix of normal film and cinefilm and features an impressive soundtrack.
The video features styles that will be prominent in this season's collection and were selected by Beth Fenton as her Spring Picks. New looks for this season include the Snake Valley, Swedish Summer, New Age Constellation and Graduation collections, which comprise pieces like flared trousers, button-up blouses, fringed kimonos and diamante frayed hot pants.
Tyrone Le Bon, film maker for the Topshop fashion film, commented: "The Topshop aesthetic is about being an individual, so we took this beyond the girls and the clothes we were showing and across into the filmmaking process too."
Head of Press, Andrew Leahy, added: "We'd seen some of Tyrone's film and photography work and were attracted to the raw, soulful feel of it. He portrays characters very well – his is not your typical fashion imagery.
"We loved his confident and dynamic approach, using a mixture of film and cinefilm, with interesting use of light and innovative editing techniques."
Film Maker, Tyrone Le Bon, commented: "Two contrasting girls were chosen to star in the film - Kat has a handsome beauty and a striking confidence, whilst Esme has a natural softness and encapsulates that cool seventies feel."
Topshop was established in 1964 and is part of Arcadia Group Ltd. Sir Philip Green became owner of Arcadia Group Ltd in 2002.
Topshop was the first fashion retailer to show on schedule at London Fashion Week in September 2005 when it presented its own acclaimed in-house design collection Unique (created in 2001). Subsequent partnerships with international boutiques as far flung as Tokyo and LA followed and Topshop continues to grow its reputation for supporting exciting new talent.
Liz Shuttleworth, Press Office, Arcadia Group Ltd, 70 Berners Street, London, W1T 3NL, 020 7927 1484, www.topshop.com