The Strand Arcade has a reputation for nurturing up-and-coming Australian talent. In its seasonal campaigns it has featured twin singers Say Lou Lou, model Charlee-Fraser and actress Odessa Young. All three are now forging careers overseas.
Sloan Peterson (real name Joannah Jackson) is the latest star to be championed by The Strand. She is from the Cronulla underground music scene and at just 24 has the irreverence of The Preatures’ Isabella Manfredi and a voice similar to Alison Goldfrapp’s. The singer-songwriter has released her latest song, 105, and its accompanying music video, as part of a collaboration with The Strand.
Filmed on the mosaic landings and pastel passageways of The Strand Arcade, the video features performers from the Sydney Dance Company and the Australian Ballet School. They dance around Jackson while she wears a new-season wardrobe of pieces by Australian designers with stores in The Strand, including Scanlan & Theodore, Bassike, Dion Lee and Jac+Jack.
The video is a cross-section of creativity – on first look, just a beautiful music video. But it’s also an exercise in integrated marketing: it’s a music video, a look book, a seasonal campaign and an e-tail space rolled into a neat three-minute clip.
The interactive fashion video is a method of digital marketing debuted by luxury e-tailer SSENSE in 2012 (what it calls “a music video look book”). That video featured Iggy Azaela, Diplo and FKi. Last year Ted Baker recruited director Guy Ritchie to shoot the label’s click-to-buy autumn/winter campaign. Essentially a high-tech form of product placement, these video-marketing campaigns that feature artists and creatives provide a way to shop as you watch. It’s reflective of the way the digital landscape and our incessant engagement with it is reshaping the industry: fashion is no longer fast – it’s instant.
Fun fact: In 1983, David Bowie shot a scene from single Let’s Dance on the ground level of The Strand Arcade. At the time it was the only music video to have been filmed there since the iconic Victorian-style building was erected in 1891.
You can see the interactive campaign video starring Sloan Peterson here.