In a sparkly stroke of marketing genius, fuschia-haired jewelry designer Tarina Tarantino has teamed up with internet phenomenon Jeffree Star and the AFI's Davey Havok for a giant video campaign promoting her next jewelry collection, called "Tokyo Hardcore". Here's Davey, looking typically emo-tional:
The teaser that was released on Tarantino's Buzznet.com page features Havok playing an angsty rock star (hard to imagine, I know), lip-syncing to Pulp's "This is Hardcore" (best. song. ever.) while intermittently making out with an insanely hot young Japanese model. Alfonso Campos, Tarina's business whizz husband, invited Havok to play the part after meeting him at a Camille Rose Garcia opening. Havok, being a friend of Jeffree's (you see how incestuous the fashion world is?) decided to give it a whirl.
The move represents part of a general new approach to fashion marketing...one which ventures beyond catwalk and catalogue and steps into the world of film, or so-called "fashion cinema". Susan Ciancolo screened a short abstract film at one of her recent fashion shows, in which the actors wore items from her collection. Tarantino has taken things a step further with her series of MTV-friendly videos, due to accompany the launch of her Tokyo Hardcore collection.
Getting Jeffree Star involved was a very smart move, not least because he has 15 million or so MySpace friends who faithfully track his every move, and who probably enjoy buying pink and shiny jewelry...like Tarantino's! I am constantly amazed by the fame that Jeffree Star has achieved, through just working the MySpace. Sometimes it makes more sense if I think of him as the gay Paris Hilton, savvy and vacuous, a poster-child for the OxyContin generation.
Do check out user comments to the video on Buzznet. I especially enjoyed Star's bitch-slap to a female fan named "cerealwars13", who dared to question Davey's "man-whore" presentation in the Tokyo Hardcore video. Star's response begins "you're a piece of fucking shit".
Meeooow, ladies!!!
September 04, 2007 10:56 PM |
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