Fashion film often plays a large role in cultivating the
image of a brand. It is most useful today when social media is a huge component
of selling merchandise and reaching customers on a global scale. It has become
a more cost effective marketing tool for many brands large and small. And has
also become another creative outlet for many. The creative films are worth
paying attention to, as well.
Fashion film can be very direct or quite abstract. More
direct fashion films may be short and appear commercial-like.While others are truly short films
designed with an in-house set, wardrobes, accessories and products. The highly
regarded brand of Chanel often releases fashion films. They are typically written, directed, and/or shot by Karl Lagerfeld himself. The films are effective in depicting
what a Chanel world of luxury looks like. It brings the brand’s fantasy characters to life. A film might show various Chanel girls and demonstrate the standards of
the brand and its aspired lifestyle. Fashion films help customers and
enthusiast be a part of the brand and its world and ideals. One film I often
enjoy watching from Chanel, due to its ornate and lavish depictions is the
following:
Fashion films often have the power and purpose to make
people buy into their brand and its products. I will never forget my first
experience with fashion film. It was the designer shoe house, Tod’s. (Not a bad
first time partner, right?) It was a film which featured ballet dancers interpreting
the process of creating a hand crafted Tod’s shoe. I was stunned by the sheer
beauty of the performance. I was also entranced by the intensity of the music.
And not only that I was learning and embracing the Italian pride deeply
embedded in both the film and the company. After watching it, I quickly ran to
my father’s closet and claimed all his Tod’s shoes, or at least a few pairs he
was willing to relinquish! I wanted to be apart of the brand. I was proud of the
brand!
The most recent brand I am proud of is Miu Miu. I loved that
their fashion film contained social commentary along within its artistically
abstract performance. The first, being that it used a made up language. The
second, being that the content included the issue of class warfare on a palatable
level. And third, IT GAVE LIFE TO IT’S DRESS! I wanted the dress to be my
friend as well. I mean, I prefer to relish in my most awesome clothes within the
privacy of those who understand it and give it the same appreciation as I do
(not just for a flash and space in a tabloid). Check out the video and comment
on my post with your reaction to the film.
In our technologically savvy society, it is now time to not
only pay attention to the clothes and how the clothes are responding to or
disengaging from society, but also what the brand as a whole has to say via its
fashion films. The films serve as art and are just as purposeful to the brand as it’s runway shows and campaigns.
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