Through the Keyhole Into Carol Malony's World
Video by: Brian Outland for The Media Mob.
Photographer: Adam David Cohen
It finally pays off to be a fan of a brand on Facebook. Los Angeles-based lingerie designer Carol Malony gave her Facebook fans and Twitter followers a sneak peek at her Spring 2010 collection with a “Behind the Scenes” video of her look book photo shoot—before any of the designs have been formally shown at market to retail buyers.
The black and white video doesn’t give away too many secrets (even in the final shot, it’s not an earth-shattering surprise to see that the palette is… pink). But you see just enough to catch Malony’s fingerprint on the design details: sheer lace over a teeny demi-cup lining and a glimmer of rhinestones on the bra straps.
“For a company that doesn’t advertise, it’s hard to get our story out there the way we want it to be told,” said Jenna Lowe, a spokesperson for Carol Malony. The story being: “It’s about transforming yourself into in this sexy, fearless wonderful woman. It’s a little pick-me-up drug.”
Malony has more love to diehard followers on the way. Lowe said the brand recently joined Facebook and Twitter to meet its customers directly and “know more about who this girl is.” A new website with extended features is set to relaunch later this year.
