Image Courtesy of Klarna.
Y2K has officially made its comeback. After creeping into the industry for the past year, it seems as though the trend is here to say. From thin eyebrows, to low rise jeans, to chunky hair clips and glittery eyeshadow, to dark lip liner and high-shine lip gloss; the Y2K style has taken the industry by storm. And the blueprint for it all? Paris Hilton, of course. Effortlessly channelling pink Barbiecore, Paris Hilton is the Queen of Y2K. In fact, in a Y2K recent survey conducted by Klarna, the leading global payments and shopping service, Paris has been voted one of THE Y2K icons of today, alongside Britney Spears and Lady Gaga.
In their latest campaign, Klarna has collaborated with the Y2K Queen to celebrate the smart way to shop. And when it comes to shopping, a lot has changed since the 2000s. No more travelling to crowded shopping malls only to find your size out of stock, or having to wait until pay-day to update your wardrobe. Now, with Klarna’s Shopping Service, shopping has never been so “smoooth” (to borrow the words of Paris). Bringing together smart banking, convenient saving and curated wishlist features, Klarna becomes the ultimate solution to staying up-to-date on trends while keeping track of your finances and savings! With Buyer’s Protection, Klarna are there to support you at every stage; from helping if there’s a problem with your order to offering hassle free returns.
Directed by the celebrated Tanu Muino, the campaign is a Y2K fever dream bathed in pink. Shedding light on the evolution of trends and shopping, Paris Hilton continues to inspire 2000s style right into 2023 and beyond. We speak to the Ukrainian director about the inspiration behind the oh-so Y2K campaign alongside her wider practice as a director and how the Ukrainian creative community has shaped her.
Image Courtesy of Klarna.
SLEEK: Let’s go back to the start. How did you get into directing?
Tanu Muino: When I was in Ukraine, I was surrounded by a lot of friends who were photographers and musicians. I began helping friends who were starting out by working on their music videos: first as a stylist and then eventually as a director. One of the first music videos I directed went viral and it all kind of spiralled from there!
S: And from that point, you have directed some of the most iconic music videos of all time. From Harry Styles’ “As It Was”, to Lil Nas X “Montero (Call Me By Your Name)”, to Cardi B’s “Up”. Now, you’ve collaborated with Paris Hilton to create a video for Klarna. How does this differ from the music video work?
TM: It was very fun. With this shoot, we had a script which is a little different from music videos. But in a way, it’s like the lyrics. There was a lot of creativity in finding the locations and building the crazy setups. Working with both Paris and Klarna, it was about having fun and communicating this fun to the audience.
S: How was it working with the Queen of Y2K herself?
TM: When I was a kid, I’d always look to Paris for inspiration. I would try to match my outfits to be like hers, my phone would have all the sparkles and glitter. Going on set I was nervous; I thought it would be different working with a celebrity compared to an artist. But she was so sweet and fun. She has this natural, kind charisma. She talked to everyone and took so many selfies [laughs].
S: The video itself feels like a sort of fever dream. What were some of the references behind the video?
TM: Of course, the 2000s had a huge influence on the style of the video – but I wanted to make it feel a little different. With each shoot I do, I always try to bring an element of myself and my own personal tastes. I really love architecture, especially from the sixties. And so, my approach was to blend these two worlds together, to make it more memorable. I guess it does have a fever dream kind of feel!
S: What is your process when a project comes through? Does the vision come to you straight away, or is it more a case of finding it along the way?
TM: When a project comes through, inspiration naturally comes. For the Klarna video, we began with gathering inspiration for the set. I started to dig into my archive for references for Sixties and Seventies design to share with the set designer. Then, you start working with the art director and blending everyone’s specialities together. It definitely doesn’t start with a clear vision. You naturally find and discover new things along the way.
Image Courtesy of Klarna.
S: What drives you?
TM: As a director, it’s always the music. When I hear the music, I see the vision.
S: You grew up between Odessa and Cuba. How did the two places influence your character?
TM: Odessa and Cuba are quite different in terms of the vibes, but the people are so similar. In both places, it’s not so much about the things around you – it’s really more about the people around you; friends, family, people that care.
S: I read that your goal is to stay in Odessa. What made you fall in love with it?
TM: I’m always going back and forth between LA and Odessa. As I said before, a lot of friends and family are there and so it’s a place with a lot of meaning and memory. I go there to recharge. And there’s the sea there, which is so gorgeous.
Image Courtesy of Klarna.
S: How has the Ukrainian creative community shaped you? Does this aspect of your identity ever make its way into the videos you direct in Hollywood?
TM: I know that America is supposed to be this country of freedom, but I feel much more freedom in Ukraine. You can really do anything you want and people will genuinely help you to make it happen. This means that the creative community in Ukraine are not afraid to just make something happen. There’s a freedom to become anyone and anything you want.
S: How has the same community responded to your success?
TM: My friends support me a lot. People from home are always reposting my work. It’s very sweet. I feel very proud to be Ukrainian, especially right now. I always try to bring some artists from Ukraine into my work. There are a lot of talented people in Ukraine and I want the world to see that.
S: You’ve been very open on social media about the reality of the war. Right now, it’s just as important for us to continue the conversation as it was in the beginning – if not more important. How can people in Europe and America help?
TM: It’s a very hard question. I think the most important thing is for people to not forget, to actively remember what is happening in Ukraine right now. Even if you’re not seeing it in the news everyday, it is happening. It’s important for people not to get tired of it, to keep having these crucial conversations and sharing online about it.