Pearlessence

>> A few weeks I caught up with Nicholas Kirkwood on set of his new film “Pearlessence” directed by Marie Schuller, to celebrate his signature Casati Pearl pump.  It struck me then how far Kirkwood has come on since I was a little young un’ blogging about his editorial sky high wedges back in 2006.  Shoe signatures, glossy new website, flashy fashion films and multiple stores around the world (Beijing is Kirkwood‘s latest shop location) – these are major milestones that Kirkwood has fully earned as he approaches the ten year anniversary for his brand and of course since LVMH came onboard as a majority investor in 2013, brand Nicholas Kirkwood has only propelled further.  They have built up a shoe language where there now exist “classics” like the Casati Pearl pump, featuring a pearl lined platform, which he debuted back in A/W 08-9, inspired by Marchesa Luisa Casati and her penchant for floor sweeping strands of pearls.

Kirkwood celebrates it with a festive film that combines two of my favourite things – anything resembling “bubbles” and never ending reflections with the mirrored set.  More significantly the film represents a shift for Kirkwood to go beyond product.  In a recent interview with Business of Fashion, Kirkwood said “Brand awareness has to be right at the top of the list right now.  I think we’re getting to the point now where the product’s there, we have an image for our retail; there are a lot of things that are in place. It’s just about passing that message on.”  Creating visuals like these films will be key to taking Kirkwood’s image from just shoe cut-out stills to something that is part of a brand “universe”.