Canadian fashion brand Smythe is putting high fashion on the chopping block in its first-ever fashion films. As a nod to Smythe’s roots and the designers themselves, the films feature two strong women doing typical rugged Canadian activities. Created by Toronto agency Open, and production company Sons & Daughters, one video shows a woman effortlessly chopping wood and in another a model guts a fish (both sport creations from the line’s fall 2012 collection).
Both films were directed by Sons and Daughters’ Christina Hodnet, shot by Canadian fashion photographer Mark Zibert, and feature music by Apollo.
According to the press release, “Smythe creates essential wardrobe pieces that are both modern and emotional. The contemporary, flawlessly-tailored jackets and coats feature nostalgic colours, textures and prints that are distinct in their traditional menswear tailoring details. This sartorial fit made Smythe an instant success when the label launched in 2004.
“Designed by Andrea Lenczner and Christie Smythe, Smythe’s made-in-Canada jackets have grown to enjoy a following that includes Canadian and international style makers including Blake Lively, Jessica Biel, Heidi Klum, Rachel McAdams, and The Duchess of Cambridge, Kate Middleton. Smythe enjoys international distribution in the finest boutiques and department stores.”