Not many designers go on camera to talk you through their clothes, while a beautiful woman is acting out the collection next to them. But that is the case with Marios Schwab and 'Chiara Skura', his new clip explaining the Spring Summer 2012 collection. Starring Amy Bailey as Schwab's ideal woman and bearer of his current season, the film allows the Greek-Austrian designer to poetically explain the attitude and atmosphere behind the collection. Obvious nods towards Film Noir and Herb Ritts' photography works well alongside Bailey's movements.
Premiered here exclusively on Dazed Digital, it reinforces Schawb's dedication to a new way of communicating with his customers, through breathtaking cinematography and emotional soundtracks. "The way films are shared online and discussed is a very important part of why I wanted to do this as it reaches audiences that catwalk shows may not, it created a global introduction to the Marios Schwab signature", Schwab says about the Antoine Asseraf-directed clip. Read our show report on the Marios Schwab S/S12 collection HERE and the recent A/W12 show HERE.