I've spoken before about online viral lookbooks and videos for brands and how they end up being a bit of a advertising heavy lifestyle pornfest. (Think the Todd Selby for Zara video featuring Lucy Chadwick) I'm of the view that it's great to experience a bit of glossy voyeurism and as long as you realise (as with any other advertising) that it's a healthy portion of branding rather than a 'real life' film showcasing of somebody just from the love of the directors own heart.
Jalouse's parody is brilliant with Matthew Frost narrating as a Woody Allen style marketing dude, brainstorming ideas for the quintessential lookbook video while Ashley Smith skips around Paris acting out them out. 'We should feature a super hot chick..that model Ashley Smith and the title...Une Fille Comme something-very 60s, Godard, they love that shit..' The video proceeds to follow the typical formula of sexy yet natural girl wandering aimlessly yet with purpose; through bookshops, grinning with friends and miraculously changing outfits every few seconds with plenty of product placement in the process.
High five to Jalouse for poking fun at the modern day lookbook, which we often find ourselves falling head over heels in love with, while managing to follow, with a large portion of irony the exact framework to make us coo.
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