EXCLUSIVE: Carven Shows Social Media Some Love-------
On Friday Carven unveiled a souped-up, revamped website featuring editorial content and e-commerce. The launch also marks the first time U.S. customers will be able to take advantage of Carven’s online shopping. “The website at first was more intimate,” offered Carven’s creative director, Guillaume Henry, who helped to revive the French house when he took the reins back in 2009. “But now, Carven is a global brand, and we needed to be a bit more open. So we had to rethink the website to help the customers get the mood and the feel of the brand.”
Along with the new site comes a heightened social media presence and the release of a clever short dubbed Carven: Social Media Love. “By myself, I’m not a big social media user because I would be an addict. I don’t want to communicate too much about who I am and what I love other than being a designer,” said Henry about his personal aversion to Twitter, Facebook, Instagram, and the like. “But Carven needs a social media presence because the brand belongs to everyone.”
Created in the style of French New Wave (or La Nouvelle Vague) director Jean-Luc Godard, the sweet, quirky video shows fans Carven’s playful side. “Godard was part of La Nouvelle Vague. He was very fresh and had a very French taste, and that’s what we do at Carven,” explained Henry, describing the parallels between Godard’s vision and the direction of Carven. “It’s easy and sophisticated, but with a sense of humor and tasteful chicness.”
Henry makes a cameo in the flick, which premieres exclusively here, but he won’t be quitting his day job for a life onscreen any time soon. “It was so weird!” he said, laughing. “I like to design clothes. That’s what I do. But when you are a designer, you’re the face and voice of the brand, and I quite like the fact that they used my image in a friendly way—it’s nothing serious or pretentious at all.” Watch Henry’s endearing onscreen debut, above.