Epic Summer

Continuing to push the the limits of marketing and the fine line between art and fashion, the House of Chanel launched it's Cruise Collection with a seventeen-minute - yes, seventeen-minute - film directed by Karl Lagerfeld, titled, Remember Now. Although not a new concept under Lagerfeld's creative direction, this epic short film exudes the unadulterated lifestyle that the Chanel brand predicts for 2011 and rejects any assumptions of recessional projections, glorifying Saint-Tropez as the centre of ultimate luxury. If you find glossy ads aren't doing it for you anymore, then this will give you your hit of aspirational ecstasy... that's if you can stand the not-so-epic acting. Expect more of these saturated flicks to filter down to the masses - finding it's way on a flat-screen on your local bus near you! Behold how the beautiful people live...