Is This the Most Artsy, Ethereal Retail Campaign of All Time?

Simons says 'Dress Yourself' in dreamy film by Scouts Honour

Twentysomethings—most baring lots of taught skin—run, bike and gyrate across the city (and even climb skyscraper walls) as stylish shirts, jackets and pants fall around them like manna from heaven.

Now, if his sounds like a ridiculously pretentious advert—well, yes, in fact it is. There’s all manner of slick camera angles, abundant slow-mo and pouty orgasm faces on display.

Trance-dance soundtrack? Check! Courtesy of “Just Stand There” by Fred Again & SOAK.

And yet … I’ll be darned, but the two-and-a-half-minute “Dress Yourself” film for Simons stores, delivered by Scouts Honor director Mark Zibert, proves potently hypnotic.

There’s a lightness and playful aspect that wafts through these frames. It shouldn’t really work so well. But it manages to spark the imagination, like a colorful scarf wafting in the breeze, catching the sunlight as it sparkles.

Oops, I slipped into the artsy spirit. Just watch:

“‘Dress Yourself’ started with a simple concept that I had about mysterious clothes floating with the eventual intersection with the people who wear them,” Zibert says. “Our goal with the film was to effortlessly deliver contagious enthusiasm through artful simplicity.”

The work dropped last week across video, social (with many snackable edits in the mix) and OOH.