These days, cool promotional films have more of an impact than glossy catalogues. In the case of Carolina Glidden-Gannon and David Pollak, the team behind D’Arouche, this new media method has proved to be especially impressive. With the help of director Dácio Pinheiro, the label released a promotional Super 8 video for its newly launched t-shirt collection, featuring an original soundtrack by Zero Um and beauty prep by Daniel Hernandez.

Starring top model Ana Cláudia Michels and Swedish model Oscar Suonelid, the film documents a shower scene to evoke a sexy and melancholic atmosphere that perfectly suits D’Arouche’s gothic-chic brand. The collection features localized prints combining various references and backgrounds of the two creators, including portraits of the philosopher Ayn Rand, poet Edith Sitwell, musicians Freddie Mercury and Siouxsie Sioux (with corrosive effect) as well as a Toile de Jour with dancing French bourgeois and an undertaker cabinet.

It’s no surprise that such an eclectic, atmospheric label would seek to express itself in innovative ways.

For more information, see www.eaudarouche.com.

?—Flávia Mendonça