Barneys Takes A Walk on the Wild Side
Animation, designer duds and the power of instant purchasing come together in Barneys’ latest endeavor—a shoppable spring film called Wild Things. Created by filmmaker and photographer Barnaby Roper under the direction of Barneys creative director Dennis Freedman, the film stars Kinga Rajzak and follows her through a black-and-white cartoon land while she wears looks by Isabel Marant, Acne, Carven, Rag & Bone, and beyond. And when it goes live on Barneys’ Web site tomorrow, viewers will be able to point, click, and buy as they watch the short, thanks to Liveclicker technology. “The movement, special effects, and graphic treatments Barnaby created work because there is also a sense of humor and wit, which make them Barneys,” said Freedman of the project. Naturally, in addition to being practical (and pretty persuasive), the film has that classic Barneys quirk (think playful, primitive drawings with a vintage Pop art edge).
According to Barneys, the video, which debuts exclusively above, is part of the retailer’s ongoing push to expand its presence in the digital space. For instance, the department store has launched the Barneys Warehouse website—its first permanent off-price e-commerce destination (not unlike the famed Warehouse Sale, the site features past-season items at up to 75 percent off). Other digital milestones include the recent website redesign, a focus on The Window—Barneys’ editorial site, and, of course, last year’s holiday Disney film and corresponding scavenger hunt, which was conducted via Twitter. To accompany the spring film, Barneys will be launching mini videos, designer interviews, and more as a part of its increased focus on digital content creation.