I’m surprised that it’s taken them this long to catch on to the potential of viral video. I’m even more surprised that smaller labels aren’t doing more videos to promote themselves. It’s not an entirely level playing field; the buzz created by the release of these videos show that marketing budgets are important. However, smaller labels can make a big impact with viral video – much more cheaply than by forking out for adverts or billboards.

Let us know if you know of any good examples of viral video campaigns by smaller labels!

Below is a teaser of the Dior video:

And, for comparison, here’s the Chanel video:

The winner of the CFDA / Vogue Fashion Fund Awards was announced by John Galliano and Charlize Theron at the annual gala dinner last night.

Wang joins previous years’ winners Rogan (2007), Doo-Ri Chung (2006) and Trovata (2005) in getting a $200,000 award as well as a year of mentoring from fashion luminaries.

The runners up this year were Vena Cava’s Lisa Mayock and Sophie Buhai and Albertus Q. Swanepoel from Albertus Quartus, who each get $50,000 and a business mentor.

It doesn’t get much more high profile than this: the selection committee includes Vogue’s Anna Wintour and Sally Singer, Barneys New York Julie Gilhart, Patrick Robinson of Gap and Theory’s Andrew Rosen.

So what does it take to win? According to Zac Posen the key to making a choice are “risk, distinction” and to “know how to take a creative voice and build it into a business.” The emphasis here is on being able to grow as a business. Designers take note.

Look at the video highlights at style.com

Thanks to fashionologie & WWD.