Loewe & The Sartorialist.

If you don't know of The Sartorialist, then you need to educate yourself (try this Intel sponsored short on him). Not content with either one of the most popular and influential fashion blogs on the web, or even the blog in book form, Scott Schumann is now creating an exhibit of his work in fashion boutique Loewe. In this short you get a quick insight in what he looks for in his subjects, how he manages to capture them and also talk on his upcoming exhibition.

"It's almost like letting yourself fall in love a little bit everyday".

Scott Schumann is the face, behind the camera, behind the fashion blog The Sartorialist. For those unaware of the blog, The Sartorialist is one of the most popular fashion blogs that features blogging in it's most simplistic format, pictures, and nothing else. The pictures are simple glimpses and spots by Scott as he wonders the streets for fashion finds that intrigue and inspire visitors and feed into hundreds of comments per post. I love these mini documentaries as you find our a little bit more behind the man or women behind something that you admire and it can give you that little bit of inspiration or insight into how to achieve your goals.

From an advertising perspective, the link between Intel and The Sartorialist appears to be somewhat tenuous but associating themselves with one of the true influencers of the internet and fashion culture is smart. It's more than getting Kate Moss or Emma Watson to appear in an advert, it's building an association via content that people want to watch because it interests and entertains them, it is the very essence of what advertising is to me. Also the slogan "A Visibly Smart Film" is, er, smart.

Anyways, watch.