Hard-to-pigeonhole British label Ophelia Fancy has produced the coolest — and possibly the cleverest — video of the year to launch their new spring lingerie line.
It’s an interactive film called Flashmob, and it works as both a soon-to-be-viral promo piece and a lookbook for the new collection Out of Control. You’ll have to go here to view it.
In it, four lookalike models in matching schoolgirl topcoats march through city tunnels at night and, one by one, turn and flash the camera to give creepy pervs (that’s you, the viewer) a peek at their undies. You can then click on the items the girls are wearing to go directly to the Ophelia Fancy webshop to learn more, or else continue the nighttime patrol. The quartet somehow end up back together in an apartment for a wild pillow fight.
The film’s title is a pun that works on two levels: the obvious play on the word “flash” as it relates to the young exhibitionists; and as a nod to the code monkeys who created the video and probably spent hours with their noses buried in Adobe Flash manuals. How’s that for a compliment: a lingerie ad that appeals equally to fashionistas and web developers?
For those who have already discovered Ophelia Fancy, the boundary-pushing video will come as no surprise.
The label — which is almost always described by fashion writers as “quirky” — is the work of two highly talented extroverts named Stevi and Em who have earned a sizable cult following not just for their lingerie but for their very artsy, high-concept styling and photoshoots.
The brand’s DNA includes generous amounts of burlesque, vaudeville and an appreciation of costumery that rivals Tim Burton. It’s that combination that keeps the duo extremely busy with outside projects: for example, they’ve been commissioned in the past to do window displays for Coco De Mer, and last week co-sponsored a burlesque wedding party in honor of Wills and Kate, called “A Right Royal Hoot.”
Of course, with all this fun and frolic to distract them, Ophelia Fancy’s “spring” collection is ridiculously overdue — but no one will complain.
It’s a smart, on-trend assortment of silky soft bras, suspenders and high-waisted briefs in graphic ivory and black patterns, with lots of supple silk satin and delicate mesh panels playing off each other. It’s a deceptively minimalist collection with small hidden details (see photos above) and it may just become the new uniform for UK girls with a taste for theatricality and who want to boost their oddball credentials.