Over the last few years, the fashion industry has seen more and more designers and labels release short films highlighting their latest collections in what some people might just call a long commercial, or a live action advertisement campaign. But even more and more fashion photographers and other similar creatives in the fashion biz have started to expand their artistic verizons through film.
Thanks in part to the Internet which is hands-down the most commonly used medium for most folks to set their peepers on fashion shorts, there seems to be even more of a demand and requirement for the industry's top talents to breathe emotion and personality into their clothes.
But even those who don't make clothes are also venturing into the world of short films. Actually, they're the same folks that helped develop this foray into it's current state of popularity today (Nick Knight, Rankin, etc.). I'm talking about the photographers and visionaries that saw past that the story of one season's work could only be told through photographs.
Yes, there have been fashion commercials in the past (perfumes from luxury brands are a great example). But fashion films aren't created so much for the most part to be turned into commercials you see on TV (and honestly, have you even seen much of them on TV anyway?), but as another visual representative of the brand to possibly create a connection with the general public.
It's just a modern form of pop art, just like billboards, magazine advertisements and in-store branding materials (think signage you see at a department store).
pioo pioo,
susie g ---------------------..-------
1 comment:
I think there are two kinds of fashion films. There are the fashion films made by the various labels and as you state more or less are very long commercials.
And then there are fashion films made by fashion loving people. These films are usually also experimental and non-linear nor do they usually have a clear plot or storyline. But they are styled by a number of different labels.
I my opinion these two different kind of films are converging.
Though if you have read this Financial Times article, someone do question if these fashion films are successful.
http://www.ft.com/intl/cms/s/2/7d60e422-3563-11e0-aa6c-00144feabdc0.html#axzz1qMc46L5F
I think they are. If you go on Youtube or Vimeo or even search fashion films in the blogging sfere, you will see the huge demand.
All the bests,
Thomas
CPNHGN FSHN WK - an upcoming fashion documentary about dreams, ambitions and expectations during Copenhagen Fashion Week.
Become a part of the documentary on: http://www.indiegogo.com/CPNHGN-FSHN-WK
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