LVMH’s Nowness is certainly on the video media trend. Last week Dior Homme launched a video called The White Room to celebrate the opening of the fist UK flagship in Westfield Center, London. Sharif Hamza directed the video and it was styled by Robbie Spencer. The video is staged in a stark white hallway, where attention is drawn to the brand’s long trench coat. Two men slowly stride down the hallway while melancholic music plays. Mysterious and sort of intriguing, it reminds me of a fragrance commercial.