"All is Beauty"

3 November 2022

3 mins 09s

Esoteric Exit

Brands often use the entire journey of a character's life in their commercial communications, following the ideal customer from birth through major life events and onto… well, usually onto contented old age, which is when the narrative stops. This film for Maison Simons takes things a step further, refusing to pan away from the prospect of death.

A clinical hospital room is swept away to reveal a roiling sea, ushering the viewer into a cacophony of natural beauty as it follows the final days of one terminally ill woman. Death is just another part of life, the piece attests, and should be seen as just as delicate, valuable, and beautiful an experience as any other.

It's an interesting example of a film which has little to do with the practicalities of the advertised brand - death and fashion aren't automatic bedfellows, and no Maison Simons products appear - but rather attempts to embody the spirit of a company. Esoterically inclined fashionistas may contemplate their wider place in the universe rather than their next look after viewing.

Canada

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