Longchamp is the latest label to launch an online web series. The show, “Heels,” is being broadcast first on a British website, and will be shown in Asia and the U.S. at the beginning of 2012. “Heels” documents a fashion editor’s life, and heavily features Longchamp’s ready-to-wear, accessories, and shoes.
Another European brand is already in its second season of original online content. The affordable Spanish retailer Mango created “What Should I Wear by Mango,” a series similar to “Sex and the City,” intended to offer styling tips through a narrative storyline. The brand, which is sold around the world, shows the 10-minute episodes in ten languages.
After the runaway success of high fashion one-off video content — like Lanvin’s piece featuring models dancing to Pitbull — creating full-on web series might be the logical next step for labels. Whether more brands dive in to producing their own shows or just heavily promote a partnership with an existing series, we’re interested to see where fashion’s increasingly close relationship to television will be heading next.