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Anna Karenina to Drive Holiday Trends? “Da”

In Industry News, Marketing, What's New by Lauren Parker, Accessories MagazineLeave a Comment

San Francisco–Anna Karenina—Tolstoy’s complex Russian heroine—is about to have quite a revival. On November 9, the classic 19th century high-society tale of passion and betrayal hits the silver screen, starring Keira Knightley in the title role and Jude Law as her cuckolded husband. This visual spectacle (click here to see the trailer) is directed by Joe Wright, who certainly showed Knightley at her period best in both Pride & Prejudice and Atonement.

But movie theaters won’t be the only place to view Anna Karenina’s opulent bounty of brooches, pearls, crystal, lush furs, velvets, lace and heavy coats. In October, collaboration-loving Banana Republic rolls out its Anna Karenina capsule holiday collection (just in case you wanted to wear a spectacular faux fur stole to the movie!).

Put aside fears, however, of looking too costumey. Banana Republic’s creative director Simon Kneen took some liberties on Russian high-society dressing circa late 1800s, getting inspired by the film’s unique take. Costume designer Jacqueline Durran says she put a 1950s Dior New Look twist on the costumes (i.e. nipped in waists on those military coats), and made the look even more accessible in her collection for Banana Republic consumer.

 

“As we began designing this Holiday collection, we found ourselves very inspired by the elegance typical of the Anna Karenina time period,” said Kneen. “With Jacqueline’s clear expertise and extensive knowledge of the era, it was a dream to have her as part of the styling and editing process, which allowed us to curate a capsule that embodies the film’s mood.”

Accessories will retail from $29.50 for jewelry and go up to $250 for a handbag.

Banana Republic’s upcoming take on Tolstoy’s classic Russian novel

To drum up excitement for the collection, as well as the movie in a cross-marketing program, Banana Republic will feature images from the movie in its ad campaigns, and post film stills in the stores.

While Anna Karenina hardly counts as “pop culture,” Banana Republic’s successful “Mad Men” capsules have shown the specialty retailer has its finger on the pulse of what’s trending. This is their first movie collaboration.

Banana Republic Anna Karenina clutches and hair accessories

 

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