First thing that came to my mind while watching this: PUUHHLEASE! Stop your pretentiousness, guys! I already came with prejudice to the thread, thinking: let's see how they tried to grab attention this season.
But then, why not? Who cares if it's just for the image of the brand. It's as legit as wanting to dress a woman. It has a visual impact and the construction is great...
I don't like it, though.