Are Brands Underutilizing Fashion Films? Resort 2021.
Lagerfeld presents Keira Knightley as Coco Chanel in a near 20 minute black-and-white masterpiece.
(90’s trailer-guy-voice) In a world of quickly consumed editorials, social media focused bite-size clips, and at most some behind the scenes footage of print shoots (when allowed by the photographer) – brands fail the utilize the power of the fashion film.
Appropriating the marketing strategy of a well-established company does not garner the attention necessary to thrive in a merciless industry. Unprovocative, thoughtless, and uninspired approaches might keep a fashion behemoth afloat and perhaps even prospering, but it will not help smaller brands drive their distinctiveness, particularity, and magnetism to a broader audience.
Perhaps the slowing of our current times could deparalyze us from the budget misallocation, rusty power structures, and constant ROI thought-clouds.
Or perhaps, art shall inspire art:
Ferragamo, Walking Stories by Luca Guadagnino
Walking Stories by Luca Guadagnino
The later director of Call Me By Your Name, Guadagnino helms the ambitious Ferragamo undertaking by creating a Woody Allen-esque romance through a fashionable globe trotting journey, starring Kaya Scodelario and Tom Ellis.
Miu Miu Women’s Tales #5 by Ana DuVernay
Miu Miu Women’s Tales #5 by Ana DuVernay
The first African American woman to win the best director prize at Sundance places Gabrielle Union at the center of a masterfully shot speechless story. Celebrating the transformative power of feminine bonds, and symbolizing the changes in life, this film pushes fashion to the forefront without infringing upon the emotion which captures our unrelenting gaze.
Lanvin Fall 2011 Campaign Video by Steven Meisel
Karen Elson and Raquel Zimmerman Danced Straight-faced in Lanvin’s Fall Campaign Video
Steven Meisel’s Lanvin Fall 2011 video made a viral splash with Raquel Zimmermann and Karen Elson dance in unison in some classic Lanvin jewel-toned looks. We love how seriously they take their dancing. The campaign created a visual spectacle with gorgeous ladies flipping their hair, adorned in stunning silhouettes and elegant accessories.
Set to the sound of Pitbull’s “I Know You Want Me,” Lanvin’s Creative Director, Alber Elbaz even makes an appearance.
Castello Cavalcanti by Wes Anderson
Castello Cavalcanti by Wes Anderson
Pastels. Pan. Symmetrical shot. Quirky statement. Pan Again. Prada allowed Anderson to fully flex his directorial muscles in this seven minute time piece set in 1950’s Italy. It holds your eye effortlessly, as your mind is taken into yet another Anderson-topia, featuring (of course) Jason Schwartzman. As you try figure out what in the world is going on, you’re subtly reminded of Prada’s fashion stamps, shot for shot.
“Here Now” by Gregg Araki
“Our Lord is super cool and wants to save your soul and stuff.” Kenzo creative directors Carol Lim and Humberto Leon appointed independent filmmaker Gregg Araki, best described in the whimsical quote aforementioned, to write and direct an original short film featuring the brand’s fall collections for men and women in 2015.
Tom Ford Spring/Summer 2016
Tom Ford Spring/Summer 2016 Womenswear collection
Tom Ford debuted his Spring/Summer 2016 Womenswear collection with a video released in conjunction with Paris Fashion Week, the video features Lady Gaga alongside models Mica Arga, Lexi Bolling, Kayla Scott, Xaio Wen Ju, Valery Kaufman, Aymeline Valade, Lida Fox, Lucky Blue Smith, Alex Dunstan, David Agbodji and Tarun Nijjer. The video features the song "I Want Your Love," vocals by Lady Gaga, featuring Nile Rodgers and produced by Riot City.
