衣来伸手 | 一张王牌如何成为了一名吃瓜群众?

我压根不在意我们拍摄的时装大片有多少转发,但每本杂志构建数字平台的基本目的是什么?就是要让更多人看见。看见,非常重要。

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ELLEMEN

这个耸动的标题并非空穴来风,也不追随潮流的懒瘦香菇。 五年前,我在摩纳哥采访豪雅表的家族传人杰克·豪雅先生。他是技术控,喜欢读《 Wired 》连线杂志。当他回忆起自己毕业后的第一份工作,试图想告诉我些什么:“知道吗?头一年的工资我都攒起来了,猜猜我买了什么?”,“一台电脑?”,“呵呵,我买了一把勒·柯布西耶的 Lounge Chair 躺椅,那是我的Dream Chair。”说这话的时候,他眼睛闪闪发光,像是触及到了神。 这种感受,我们都有体会。存下辛勤挣来的钱,去买到一件梦寐以求的东西的感受。 对物件的敬仰之心,对设计的崇拜之情。 所以,每当我拍静物时,我都以这种心态去面对设计师们创作的应季产品。这也是为什么我敢说 ELLEMEN 拍摄的静物大片成本业界最高。 拿最新一期 ELLEMEN Coolife 中这组关于旅行包的静物大片举例,我们从西宁开车去茶卡盐湖,再到海子写下“姐姐,今晚我在德令哈”的德令哈。当 LV 的防水帆布旅行袋在薄薄的盐湖上静立时,伴着背景的云层,泪水又开始在眼眶里打转摇晃了。那种感受,不懂没事。 ELLEMEN 时装和腕表内容是基于纸质杂志本身的创意、品质和深度。所以有必要来说说大片在一本时尚杂志里充当着什么角色。不是灵魂,不是主心骨,那是什么?洪顺鸡爪? 是轮廓,也就是说一本杂志的架子。是王牌,也就是说一本杂志的门脸。 我压根不在意我们拍摄的时装大片有多少转发,但每本杂志构建数字平台的基本目的是什么?就是要让更多人看见。看见,非常重要。是否有回应,这是接下来的事情。 高级的东西,相对小众,回应少,有什么奇怪?嘿,我们不是 KPI 的奴隶,我们是创作内容来影响读者情绪的编辑。 所以,吃瓜群众这次知晓真相。

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ELLEMEN
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Duke Lge Zip 复古款式牛皮旅行包Alfred Dunhill

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ELLEMEN
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Weekend 棕色小牛皮旅行包Givenchy by Riccardo Tisci

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针脚饰纹旅行包 Dior Homme

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灰白色小牛皮旅行包 Emporio Armani

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红铜色 Wallago Cabine 手提包Hermès

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海军蓝帆布运动旅行包 Lacoste

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蓝色绳结印花 Keepall 55 旅行包 Louis Vuitton

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