Fashion brands love to put out some arty-farty, pretentious and affected ads and movies (see the current Calvin Klein underwear campaign, in which a buttered up Christy Turlington talks about how her panties make her feel; or who could possibly forget Brad Pitt meditating about journeys, plans and dreams in last year’s Chanel Nr. 5 campaign). Today’s edition comes courtesy of Kate and Laura Mulleavy, the sisters behind Rodarte. This Must Be the Only Fantasy is a film collaboration between the fashion house and director Todd Cole, produced by The Creators Project and with (great, if I might add) music by Beach House. They combine magical realism, 1980s video games, fantasy role playing games and some of Rodarte’s absolutely gorgeous pieces from their spring/summer 2013 collection to create this odd, strange short movie about  “mostly teenage kids, just hanging out in the suburbs of LA, killing time, chatting inanities, looking for kicks. It just so happens that the magic from their games has spilled out into the physical world. So the film becomes a contemporary take on the fantasy genre, while also merging art, action, music, and fashion” (The Creators Project). Yeah, yeah, whatever. I have more important questions: Did the dress stay intact after the young girl’s ride on that unicorn? Why didn’t they show more pieces from the collection? Why is Frodo sitting on a throne made out of gaming joysticks and consoles? Was there melted chocolate in the boy’s cup? And what is a Sith Lord doing in the suburbs?

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