Mary Katrantzou launches first website with campaign from Johannes Leonardo
Mary Katrantzou, the London-based fashion designer, recently launched a digital campaign to support the unveiling of the brand’s new website.
Devised by JLF, the fashion division of creative agency Johannes Leonardo, the activity involved a 10-day-long countdown installation and series of minute-long films, revolving around the idea of time, to play upon the anticipation around the website launch.
The online films – which are premiering on fashion blogs such as Style.com, Vogue Paris and Vogue Italia, among others – lead visitors to marykatrantzou.com, where the viewer is welcomed by the living countdown.
The countdown sees a model counting down the days, hours, minutes and seconds left to the full launch of the site, changing outfits with each second that passes.
Both the films and the countdown were directed by Ferdinando Verderi, creative director at Johannes Leonardo, and produced by Legs.
“It’s our take on the industry’s obsession with the idea of constant anticipation,” says Verderi. “From the start, Mary and I conceived her digital presence as we would conceive a physical architecture, designed by Mary herself.”
“In essence the website is my first flagship store, even though it’s online,” added Katrantzou.
E-commerce is one of the key elements of marykatrantzou.com, rather than simply being a space to show a new collection, and so the campaign also features Mary Katrantzou’s Resort collection, parts of which will be on sale exclusively on the designer’s new site.
The website was produced in New York by Kings and Partners.