The Art of Storytelling

Friday, 24 October 2014


As Chief Marketing Officer at Virgin Group said, "The best brands are built on great stories." Stories and narratives are fundamental components of successful branding and marketing within all industries, the fashion industry being no exception. Stories tap into our emotions, connecting us with personal experiences. They contain recognisable patterns which help us to find meaning within what we are seeing. Their nature makes them generational and designed to be shared - undoubtedly two main objectives all brands wish to achieve through their marketing. 
Business and marketers should combine the key elements of a good story into their campaigns resulting in a product which is informative, engaging, compelling and entertaining. All of these components can be found within the series of films produced by Chanel entitled 'Inside Chanel'. These short animated films, divided into chapters, unfold the fascinating story behind the world's greatest fashion prodigy, Gabrielle Coco Chanel, revealing how her humble beginnings informed her greatest work and designs and how her legacy continues to live on. 
I was shown 'Coco: Chapter 5' in a lecture this week and felt truly enriched by the history of Chanel - a true delight to watch through the visually compelling animations and heartfelt narrative. I could not believe I had not come across these films before and have spent my afternoon making my way through them all! The films instil to audiences the rich history behind Chanel, showing it be a multi-faceted brand and a cultural turning point. It is clear to see that Mademoiselle Chanel was a pioneer creating a liberating style that truly revolutionised women's fashion. I urge anyone to take a look at these films as after having watched them I feel truly inspired and have nothing but the utmost admiration for Gabrielle Coco Chanel, Karl Largerfeld and the Chanel brand as an entirety.  

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