STYLE STAR project, by Moda e Tecnologia. http://stylestar.modatecnologia.com

1. CINEMA FASHION TECHNOLOGY
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2. THE SCENARIO
The fashion and luxury landscape is undergoing great change.
Globalization and technology have considerably increased the opportunities but also the
challenges faced by fashion brands, and more and more advertising spend is required to
strengthen brand value.
Brand identity, with its inherent guarantees, is gradually replacing the increasingly
abstract figure of the fashion designer.
Runway shows no longer seem the only way to promote fashion in the globalized,
technological new world of the 21st century.
Luxury brands are beginning to experiment with a mix of new media alongside traditional
media. Their objective is to interact directly with the public using web 2.0 tools and
mobile communications.
The fashion and luxury consumer is no longer seen as a target but as an individual
demanding participation, exchange, and co-creation.
A new Era is dawning for the fashion and luxury sector and for companies which are at the
forefront of this new trend in alternative forms of communication.
The world of cinema is getting closer.
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3. THE OPPORTUNITY
• THE BRAND - aspirational
luxury, fashion and design
icons
THE B AND
R STOR L I
YTE L NG
• THE SHORT FILM - a universal
language format
• STYLE STAR - a new way to
promote short film and brands
by means of a series of real
and virtual events, using
traditional and new media
THE PU L C
BI
Cinema and technology are the new allies of creative communication.
Luxury and fashion brands are choosing the short film
because it is the natural evolution of brand communication and storytelling,
empowered by technology.
Style Star is a format which aims to focus on and promote this trend.
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4. SHORT FASHION FILM: IT’S HAPPENING
Several short fashion films were released in 2008 and 2009. Promoting luxury brands by
means of the short film is indeed an established trend.
For example:
- PRADA invited two-time Oscar winner Pietro Scalia to produce a feature length narrative
inspired by nine shorts previously made for Prada by budding international directors;
both productions were shown on the brand's website.
- TOD’S signed Dennis Hopper on to direct a short, “Pashmy Dream” featuring Gwyneth
Paltrow. The four minute film, shot on location in Rome, shows a “Day in the Life” of the
actress and of her Pashmy bag.
- CHANEL and DIOR short movies are two refined examples of how the short movie can be
used to communicate the brand heritage and at the same time convey a contemporary
message.
- FERRAGAMO celebrated its 80th anniversary with a funny short movie called "The Shoe”.
- LOUIS VUITTON engaged the Italian director Edoardo Winspeare to direct "Les Noces De
Papier" a short movie of 12 minutes telling the peculiar story of two young and modest
people who dream to have a LV bag. The movie also denounces counterfeiting;
- INTIMISSIMI entrusted Muccino with “Heart Tango”, starring Monica Bellucci.
Others:
- ALEXANDER MCQUEEN and John Galliano
- YSL
- RALPH LAUREN
Tom Ford’s movie, A Single Man, will be presented at the Venice Film Festival. The
emergence of the fashion designer as movie director and the upcoming short fashion film
trend were anticipated by Marina Garzoni in the book “Fashion and Technology” (EGEA
2008).
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5. STYLE STAR : FASHION, CINEMA AND TECHNOLOGY
Style Star is a new format for the promotion of fashion and luxury brands.
Its mission is to bring together and celebrate short fashion and luxury films, thereby
creating a fertile collaborative and promotional environment involving designers, fashion
and luxury companies, production houses and advertising agencies, well-known and up-and-
coming directors.
Within the Style Star format, brands and designers will be able to showcase their
productions and tell their story in an appropriate and empowering context fueled by the
most innovative technologies.
Style Star will be interactive, in both the real and virtual worlds. Thanks to strong
internet and mobile channel presence, it will increase market reach for all players
involved.
In fact, Style Star will include a number of “real world” and “virtual” activities:
• Film festival events during the Venice Film Festival in September 2009 and during the
Cannes Film Festival in May 2010;
• Ad-hoc dedicated portal within marieclaire.it and msn.it (17m unique visitors/month)
• Web promotion, WOM and viral dissemination through social network groups
• Milan Fashion Week dedicated events(“Cinema is Fashionable”), aimed at fashion buyers as
well as the general public;
• Mobile channel marketing initiatives and dedicated apps
• A web-based Style Star Community for the fans of fashion and cinema
• A road-show and local events in several large cities
• Retail-based activities and promotions (casting, in-shop or window short movie showings,
contests and draws, etc.)
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6. STYLE STAR: TIMING MAY 2009 - MAY 2010
MAY 2009 SEPTEMBER 2009 NOVEMBER –DECEMBER FEB. 2009 MARCH 2010 MAY 2010
2009
Style Star Lounge, Style Star Road Show Press Conference for
Excelsior Terrace, Venice, Various cities fashion press
2-12 Sept.
Press Conf., Press Conf., Style Star Retail Promotions Press Conference for
Milan Venice Various cities cinema press
26 May date tbc
Events and VIP parties:
Sept. 10 Style Star Festival
“A celebration of Classic
Cinema Style”
Style Star Lounge, Town
House Hotel 7* Style Star Awards
Milan Fashion Wk 23-30
Sept.
“Cinema is Fashionable” “Cinema is Fashionable” Style Star Best
Milan Fashion Wk Milan Fashion Wk Digital Interactive
23-30 Sept. 23-30 Sept.
stylestar live on
marieclaire.it
stylestar.msn.it
mobile channel
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7. STYLE STAR LOUNGE, VENICE FILM FESTIVAL, SEPTEMBER 2-12, 2009
The Style Star Lounge will be inaugurated on September 2nd and continue through September
12th, 2009, in Venice, during the 66th Mostra Internazionale d’Arte Cinematografica di
Venezia. The Style Star Lounge - a personalized, high-tech space of 250sq mt. located on
terrace of the prestigious Excelsior Venice Lido Resort - will serve as an elegant
meeting place and promotional hotspot for Style Star participants, the press, key players
of the movie and the luxury industry, actors and directors, buyers and more.
The Style Star Lounge will be open to a qualified public and available for special
events, parties, and promotions, co-marketing initiatives and selected sponsoring.
Innovative interactive technology products will form an integral part of the locale (
www.surface.com).
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8. STYLE STAR LOUNGE, VENICE FILM FESTIVAL, SEPTEMBER 2-12, 2009
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9. STYLE STAR LOUNGE, VENICE FILM FESTIVAL, SEPTEMBER 2-12, 2009
The Style Star Lounge will be the location
of choice for several exciting events to
take place during its opening period, from
September 2-12, 2009.
Special Event with Atelier Rubinacci
On September 10th, Style Star and Atelier
Rubinacci will be Celebrating Classic
Cinematographic Style.
THE RAKE is the official magazine for the
evening. Very special guests are expected
from both the cinema and fashion and luxury
industries.
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10. STYLE STAR LOUNGE, MILAN FASHION WEEK, SEPTEMBER 23-30, 2009
The Style Star Lounge be inaugurated on September 23rd and continue through September
30th, 2009, during Milano Moda Donna. It will be situated within the Seven Stars Galleria
Hotel, overlooking Milan’s classy Galleria Vittorio Emanuele. The Lounge will serve as
an elegant meeting place and promotional hotspot for “Il Cinema è Di Moda” participants,
the press, key players of the fashion industry and VIP clients.
The Style Star Lounge will be available for
special events, parties, and promotions, co-
marketing initiatives and selected sponsoring.
Innovative interactive technology products will
form an integral part of the locale (
www.surface.com).
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11. CINEMA IS FASHIONABLE! MILAN FASHION WEEK, SEPTEMBER 23-30, 2009
“Cinema is Fashionable”, a Style Star initiative, will take place in Milan from September
23rd through September 30th during Milano Moda Donna.
“Cinema is Fashionable” will be hosted at the exclusive Style Star Lounge, situated in
the prestigious Town House Galleria Hotel in downtown Milan.
With “Cinema is Fashionable” the Style Star format is brought to life at the heart of the
most important event in fashion worldwide. Its mission is to give wide visibility to
short films made by fashion an luxury brands at a time when the city is in the spotlight
and the focus of attention on the part of consumers, the press, and industry key players.
Previews of shorts released in recent months will be organized in the best cinema
theaters across Milan. Events will be by invitation only and aimed at the press, fashion
buyers and key players. Following that, showings will be held for the general public
before full-length features.
Brands which already have their own theater space will have the opportunity to show their
shorts to VIPs and customers before fashion shows or during ad-hoc events.
Additional visibility will be achieved via web (Style Star will be hosted in the msn.it
and marieclaire.it portals), dedicated mobile channels and tv specials. The events
calendar will be published on all print and internet media.
“Cinema is Fashionable” will also see the debut of Style Star YOU!, a series of in-shop
promotional events aimed at the young target market (18-30).
“Cinema is Fashionable” previews and in-shop promotions will also be held in other major
Italian cities.
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12. STYLE STAR YOU!
“Cinema is Fashionable” will also see the debut of Style Star YOU!, a series of in-
shop promotional events aimed at the young target market (18-30).
Retailers (multi-brand and department stores) will have the opportunity to recruit
customers, by means of a number of diverse activities, such as castings (actors and
emerging directors for short films), contests and draws.
Events will be published on digital media (web, mobile) for maximum interaction,
viral dissemination and participation, in true web2.0 style.
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13. STYLE STAR FESTIVAL, CANNES FILM FESTIVAL, May 2010
The first edition of the Style Star Festival will be held in Cannes, France, over a 3-
day period during the Festival De Cannes (which will take place from May 13th through
May 23rd, 2010).
The Style Star Festival will include several exciting initiatives:
Newly released short fashion and luxury film showings
Exclusive parties and Gala Award Dinner
Style Star Award for the most innovative and creative short as judged by an
international panel of experts; or, for the most distinguished personage in the field
Style Star YOU! Award
Style Star Award for the Best Young Talent (courtesy of Leo Burnett)
Style Star Award for the Best Digital Short, awarded online by public jury
Style Star Award “In the City” for the best short movie depicting the identity,
flavor and style of a city (for ex. Naples)
Awards will be assigned for productions released in the two years preceding the event
(1.1.2008-31.12.2009). In the 2011 edition, Style Star Awards will be assigned to
shorts released in the previous year only.
Style Star Festival will continue to take place every year at the Festival De Cannes.
It will be the chosen venue within which to launch new shorts, from Europe and abroad.
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14. KEY FIGURES
ACCREDITED JOURNALISTS:
Fashion 2.000
Cinema (Venice) 3.200
Cinema (Cannes) + 6.000
GENERAL PUBLIC:
17m unique users / month accessing the web portal msn.it
1.3 mobile phones per italian resident
1m unique users / month accessing the web portal marieclaire.it
500.000 Aldo Coppola clients to be reached by Style Star YOU! promotions
FASHION AND CINEMA TRADE:
10.000 fashion trade specialists visit Milan during Fashion Week
300.000 people attend the Venice Film Festival
+ 800.000 professionals visit the Cannes Film Festival
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15. STYLE STAR: A UNIQUE AND INNOVATIVE FORMAT
Style Star is an entirely new format for the celebration of short fashion and luxury
films. It is also a unique and innovative vehicle for the promotion of fashion and
luxury brands. Style Star is:
NOVEL = attracts the attention of media and of the general public
MULTIMEDIA = amplifies and accelerates communication
INTERACTIVE = speaks to the web community and thrives in social networks
MULTICHANNEL = touches diverse, hard-to-reach consumer groups
DIGITAL ENTERTAINMENT = multiplies the opportunity to reach out to the consumer and
implement ad-hoc customer relationship initiatives through web2.0 and mobile
promotional initiatives
MULTI-SECTOR = generates synergies between the world of cinema, fashion, and
technology and opens a host of opportunities to each
PERSONALISABLE = allows sponsors and partners to select the most appropriate
initiatives from a rich plethora of events, based on their brand positioning and
objectives
PROFESSIONALLY RUN = sets pre-defined, shared objectives for partners, sponsors and
participating brands, methodically measuring results
REPEATABLE = favors returns by enabling repeat activities with reduced cost of
investment
FAR-REACHING = located in Italy but expected to have an international echo
COST-EFFECTIVE = thanks to the strong synergy activated by Style Star between
fashion, cinema and digital technology
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16. STYLE STAR CONTACT INFORMATION
Marina Garzoni
Founder and President
WWW: www.modatecnologia.com
Blog: stylestar.modatecnologia.com
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