For most fashion houses, films have become just another marketing tool, but Los Angeles-based label Co was founded by Justin Kern and Stephanie Danan with the purpose of pairing short films with each strong, elegant collection of sharp and classic pieces. And the duo have the requisite experience to make their aspiration a reality. Danan has produced films for fifteen years, and Kern, a former model, is a screenwriter. It is a strategy that has worked wonders: hours after the label’s first film—a ’70s-inspired art house romance—debuted on Style.com, buyers from Barneys were calling. Next came a Kubrick-esque sci-fi thriller directed by Daft Punk’s Thomas Bangalter. Now in its third season, Co is departing from live-action and launching Fall 2012 with an animated short by Greek artist Konstantin Kakanias. His signature character-slash-alter ego Mrs. Tependris is the star of the playful work: she karate-chops a giant spider, rides him to fashion week, and walks the Co runway. If it sounds whimsical, that’s all part of Co’s evolving brand. “Our goal in working with different genres and directors is really to display the versatility of the clothing,” explains Kern. “It shows women they can feel a little mysterious or a little silly without having to make that their entire aesthetic or identity.”
For more information, please visit Co-Collections.com. Co is available at Barneys New York and Aloha Rag in New York.