// British icon Topman (masculine variation to it’s sister Topshop) has gone filmic. In collaboration with Laurence Ellis, the store has decided to initiate their new AW10 line of denim with three exquisite short films.

A step away from your typical telly advertisment or fashion video, the films are shot on Super 16 film stock and focus on three central characters aptly named Louis, Henry and Sid. The films intimately interweave in a journey capturing youth spirit and identity.

Topman is setting up an interactive web component whereby consumers can access interviews and behind-the-scenes footage with the characters, ultimately leading to said consumer purchasing a brand spankin’ new pair of AW’s.

Clever, and undoubtedly effective. Bravo!

Trailer for the film collectives below:

// Dan Z

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