Zippora Seven’s bedroom eyes: weekend watch

What’s the point of a fashion video campaign that shows you very little of the actual clothing?

This video will tell you.

Zippora Seven doesn’t need to do much but give the camera bedroom eyes and somehow you’re hooked like a drug that’s twice as potent when The Black Keys are playing. You may not get a feel for the colour palette of Mad Love’s spring 2012 collection, but by the end you’re intimately familiar with the mood it’s going for. Between Bec Lorrimer’s direction, Zippora Seven’s attitude, and the soundtrack, it’s one of those videos that doesn’t need anything more than a simple concept.

Zippora Seven Mad Love video

So to answer my original question, the point is branding. With this little promo video Mad Love do it well.

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Some people's wardrobes are about a small selection of pieces that all fit within one aesthetic - Tania Braukamper isn't such a person. With a wardrobe that spans three different rooms, her approach to fashion is a mixture of current-season key pieces mixed with vintage finds she's sourced on innumerous shopping trips around the world's more cultured capitals. Despite a disparate approach to shopping, Tania is adamant that the key to mixing vintage with new season is to stick to key looks and colours that work for oneself. And it's a theory that she works into her writing for, where she serves as the publication's Editor.