Produced by Spanish director Pedro Almodovar, the short film Strange Way of Life is the first work from Saint Laurent’s new production company. The film, which has been showing in selected cinemas since mid-August, relies on costumes with Saint Laurent logos and high-gloss optical effects.
Strange way of life tells the story of two cowboys, played by Ethan Wake and Pedro Pascal, whose circumstances set them against each other. One is a sheriff looking for the other’s murderous son, but their passionate love has united them for 25 years.
This queer senior western is the first film to be produced by Saint Laurent Productions, the subsidiary of the fashion house of the same name, which was launched in February. As the name suggests, the new production company is responsible for the production of films for the big screen. According to the business directory, however, the company is currently not an employee.
Saint Laurent Productions calls the shots on both the film poster and the first panel of the opening credits: “Saint Laurent by Anthony Vaccarello Presents” a film by Almodovar. The brand acts as an associate producer and is responsible for the costumes. This role as a producer allows her to protect the film rights. Thus, this is a significant step compared to sponsorship through product placement, because this is a form of financing, but it does not confer rights.
For example, in Almodovar’s second short film, “La voix humaine” (The Human Voice), starring Tilda Swinton, product placement is everywhere. In the introductory scene, Balenciaga ball gowns are clearly visible – a futuristic red crinoline from the Spring/Summer 2020 collection -, then a Dries Van Noten jacket, a huge bottle with the number 5 by Chanel, and finally a voice is heard asking : “Where’s my Chanel bag?”.
How great is the artistic freedom when a brand produces a film?
In reality it is the same as when an entrepreneur or similar private organization sells a media group. Saint Laurent Productions plans to produce more films with other renowned directors: David Cronenberg and Paolo Sorrentino. Of course, the question this new breed of producer raises is that of artistic freedom versus the image a brand seeks to convey of itself, which can prove limiting. According to the press release provided by the house, “All of the company’s films will feature costumes designed by Anthony Vaccarello for Saint Laurent.” A story about social misery is therefore difficult to imagine.
When fashion comes into focus
Pedro Pascal’s apple green jacket, white underwear drawer closeup, sheriff’s striped tennis suit and more. One viewer commented on the AlloCiné website, “I’ve never seen cowboys so well dressed.” The story is reminiscent of Brokeback Mountain, but the aesthetic is more reminiscent of the films of Tom Ford, a creative director who left the fashion industry after selling his brand to pursue cinematic pursuits again.
After the explosion of fashion films in the Covid period, the omnipresence of brands on the world’s red carpets and the brigade of actors working as muses for luxury brands, it is not really surprising that they are now also entering the film world want to conquer. Saint Laurent is only taking the lead. Saint Laurent Productions
This translated and edited post previously appeared on FashionUnited.fr