Apachentanz - Leo Rauth, 1911
Candy by Prada just launched in stores. The new commercial by Jean-Paul Goude underlines the irreverent yet subtly classic style of the new fragrance. In it, the character played by actress Léa Seydoux (The Beautiful Person) is taking inspiration from the iconic violin- or piano-teacher advert for Tabu by Dana, but also Les demoiselles de Rochefort's candied and pastel overtones coloring the dance numbers of Catherine Deneuve, Françoise Dorléac and Gene Kelly, and more explicitly, the Apache dances of bad boys and bad girls in the streets of Paris from the 1900s. The Apache dance is described as an argumentative style of dancing; it was initially inspired by the way in which a prostitute would argue with her pimp.
Check out the Making-Of and the final result by the master of indelible commercials (I am always amazed to find out that just about everybody still remembers the Egoïste commercial)...
From the press copy,
"Prada Candy's advertising campaign for television stars Léa Seydoux, rising darling of French cinema, as an impulsive piano student who seduces her tutor with a provocative dance.[...] The dance is intense and fierce, expressing a primitive battle of passion between a man and a woman; a battle the woman often won."
And about the mood,
"Prada Candy is instantly seductive -- pure pleasure wrapped in impulsive charm. In an explosion of shocking pink and gold, Prada Candy takes us on a walk on the wild side, showing us a new facet of Prada femininity where more is more and excess is everything."