Every fashion label seems to feel bereft without a series of short artsy films to play on the Internet these days. For a label inspired so often by films, like Rodarte, which frequently looks to the Japanese horror variety, the vignettes make some sense. Elle Fanning, the 12-year-old breakout star of Sofia Coppola's Somewhere, stars in Rodarte's newest short, directed by Todd Cole, premiering on LVMH's site Nowness.com on Tuesday. This does not, Cole says, suggest LVMH is interested in investing in the label, as rumored, but that the site just wants original content.
Rodarte's last film, also directed by Cole, starred model Guinevere van Seenus (if you have nine minutes to kill because it is Friday and you are Over It, watch it here) and was much darker than the Fanning film is supposed to be.
Rodarte video stars of yore also include Tavi, who appeared in a video promoting the label's Target line. In fact Fanning, who famously wore Rodarte to a Somewhere screening, and Tavi may be two of the label's youngest and most effective ambassadors. And it's funny, because you don't typically watch a Rodarte show and think, "Golly, never mind my twenty- or thirtysomething ass, that would look great on a 12-year-old." It may be one of the most kid-friendly labels in high fashion. Maybe the key to making Rodarte a part of your life is not making more money but losing fifteen years or so and getting famous.