Nicolas Winding Refn Brings Fashion to Life

The Danish director puts the hyper-stylisation he is known for to good use in Where Fashion Comes to Life, the hero film created by Fred & Farid and produced by Stink for the launch of 24 Sèvres, an "e-commerce experience offering the most Parisian selection of fashion available worldwide" according to a spokesperson.

Refn, whose last film The Neon Demon (above) was a dark satire on the fashion industry, here shoots a series a mannequins in the French capital's Le Bon Marché Rive Gauche store who come to life when their shops shut, with initially creaky movement progressing into full blown dance routines across the streets of Paris, displaying their Parisian prêt-à-porter from Gucci, Dior, Prada and more proudly.

Refn said of the new ad, “it's rare that you get to make something that is so pure in its approach. […] Le Bon Marché is one of the great iconic fashion monuments, and it has a sense of timeless grandness, so just walking in makes you want to create.”