From a marketing perspective, the film is brilliant, something that Leo Burnett may have wished he came up with. The purpose of an advertisement is to ultimately convey the designer’s vision and serve as an extension of their collection. It also represents a philosophy — you can’t wear Versace and be a wallflower and you couldn’t possibly be a Marc Jacobs guy or girl and not like grunge. Taking his Chanel ideology one step further, Lagerfeld conceptualizes a scenario of beautiful night revelers, partying in fashionable garb in St. Tropez. In terms of content, it lacks the intellectual stimulation of a Godard film or the wit of a Coen brothers’ work. Its entertainment value rests in its aesthetic qualities — from the garments to the models — and its escapism element. After all, who wouldn’t find the glamorous (albeit clichéd) St. Tropez lifestyle appealing? While fashion enthusiasts rejoiced… More…