Topman's Boys on Film
UK young menswear retailer Topman has created a trilogy of short films with director Laurence Ellis to promote its new denim range. The films play on themes of youth and identity, following a day in the lives of three men (all real guys rather than actors) – Sid, Henry and Louis. Customers can shop the stars’ individual styles and download their playlists.
It's another example of fashion's growing love affair with film. It also demonstrates how savvy brands are using advanced storytelling techniques to target specific consumer groups.