As much as I'd love to mock Topshop for sending around a statement this morning with a subject line that reads, "TOPSHOP SUPERMODELS CARA DELEVINGNE AND JOURDAN DUNN STORM YOUTUBE WITH THEIR HARLEM SHAKE," I guess I'm writing a post with the material they included so I'm not really in a position to say anything but, "Thanks!"
The video shows models Cara Delevingne, Jourdan Dunn and Rosie Tapner doing the Harlem Shake backstage at Topshop. The Harlem Shake is a song, a dance and more recently, a meme which originated with this video of four people dancing in latex suits. In the past three or so weeks, the Harlem Shake has gone viral with 12,000 YouTube uploads, 175 million views and contributions by Azealia Banks, The Daily Show staff, Ryan Seacrest and Stephen Colbert. (Like any meme, it's totally obnoxious and you just have to ride it out and wait for people to forget abut it.)
A couple of days ago, Forbes urged companies hoping to capitalize on the meme for marketing purposes to "Forget the Harlem Shake and Do Your Own Dance," and even though I largely agree with that advice, I'm glad Topshop didn't take it. You should watch the clip for yourself, but the models are charming and the video seems spontaneous, not like the product of a corporate brainstorm. Language like "STORM YOUTUBE" might be overkill, but Cara and Jourdan's performances are not.