Topshop have created their first movie directed by Michael Polish and it features Kate Bosworth singing Winter Wonderland. The track is currently available on iTunes and soon on Spotify. I chose to blog about this purely because I'm a little confused. Why, of all brands, have Topshop produced this. It seems it's becoming a trend for brands to produce advertisements that have no relation to their products, similar to American Apparel (previous blog post). The dress Kate Bosworth is wearing in the video has been designed by Topshop's design team however I just find it odd that the overall production is not an actual advertisement for Topshop nor does it bring any focus to the actual product Kate is wearing. I only knew the dress was Topshop branded through my own research. It seems like this could be a strategic move from Topshop to become more than just a fashion brand, the same way Google are branching out and becoming more than just a search engine. Despite my own personal opinions this movie could work in favour for Topshop if it gains enough attention people will begin to talk about it and the conversation will relate to Topshop giving them more popularity and interest. The article to this can be found on http://fashion.telegraph.co.uk/
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