As online video consumption continues to grow, short fashion films have become an increasingly important component of brand advertising campaigns. Whether it’s to promote a new collection or a teaser for fashion weeks, fashion films have become a popular platform for the brand to express creatively or address current issues.
In wake of the upcoming Fashion Weeks, we take a look at the best fashion films made.
From cultural and issue-based fashion films to artistic creative fashion films, we’ve seen them all. Here is what we believe you need to see.
We are all for diversity in all things fashion and society, so when Gucci’s pre-fall 2017 fashion film came out, we were in awe. “Soul Scene” by Glen Luchford for Gucci oozes diversity by celebrating youth culture in Africa. Starring an all black street cast, it’s a colourful and insightful film.
This is a personal choice because of its originality from other fashion films. It celebrates culture and creates a colourful and fun film that unlike most fashion film has a different focal point, which is culture rather than just about the brand.
“Be True” by Daisy Zhou for Nike was another 2017 fashion film that celebrated diversity. Nike’s video starred transgender Voyeur Leimoy Maldonado, which highlighted and celebrated equality, using mixed race, size and gender with the unity of dance.
This film was a personal favourite because of its fantastic message, producing a bold and moving tribute to the LGBTQ community, which was released just in time for Pride. The voiceover from Precious Ebony pulled the piece together and was key in the making of the message.
In terms of fashion films as an art form, Nick Knight has to be the king of creative productions. My personal favourite “Dynamic Blooms” by Nick Knight” and ‘Tell No One’ is an aesthetic pleasure for the eyes. Colliding contemporary dance with fashion and the concept of abstract blooms is a masterpiece. Nick Knight and Allister Mackie transformed contemporary fashion into a breathtaking art of modern flowers for AnOther magazine for Spring/Summer 2011.
Nick Knight’s films are a classic brilliance and a favourite of mine. His productions are artistically wonderful and prove that fashion is more than just capitalism, it is an art form.
Prada presented “Past Forward” for their Spring/Summer 2017 collection, and was excellently directed by acclaimed director David O Russell. If Cinematography is what you’re looking for in a film, David O Russell excels in cinematic brilliance. The diversity of the cast is pleasing to see – with the film starring Allison Williams, Freida Pinto and Kuoth Wiel. The black-and-white creativity of the silent film is also an artful throwback to some of the 50s Hollywood hits, for example, Hitchcock’s North by Northwest and Vertigo.
This film has to be on the list because of its classic black and white and excellent cinematography that intrigues the audience.
Did you know that black was primarily worn by servants and those in mourning until Chanel transformed the shade synonymous to elegance and used it to reveal “a women’s radiance”? Just one of the many facts that can be found amongst the pearls of wisdom revealed in “The Colours” by Chanel. In three minutes, this film explains the history of each of Chanel’s iconic shades. Educational but fun and easy to absorb, because of the typography and interesting filming used to draw the audience in.
I loved this film because of its originality to focus on the brand in an interesting, aesthetically pleasing but most importantly educational way. Its use of typography and voiceover has to be the glue that pulls this piece together so magnificently.
While the rest of New York prepares for Fashion Week, Rag & Bone has decided to eschew their annual runway show, and instead debut their latest collection with a short film released this week. The film, “Why Can’t We Get Along”, stars actors Kate Mara and Ansel Elgort in an interpretive dance and was choreographed by New York City Ballet’s Benjamin Millepied. This February 2018, Marcus Wainwright, co-founder of Rag & Bone have explained “Not doing shows anymore and having pulled out of fashion week [means] we’re just focusing on creating awesome content that represents our philosophy as a brand,” He continued to say that “while it was easy and safe and every February and September you knew what you were doing, now we have complete freedom to do absolutely anything all year round.”
I felt this film was a surreal alternative to the usual fashion films and utilised dance as a change away from runways to create an enticing piece.
Miuccia Prada is widely-respected for her intellectual and often conceptual approach toward fashion. This mentality was applied to the Miu Miu AW15 campaign “Subjective Reality”, shot by Steven Meisel with an accompanying video by Gordon von Steiner. This film intentionally rejected conventional notions of fashion photography, instead placing the Mui Mui models in everyday scenarios. The result of this charming little 2-minute clip: we see models strolling past graffiti-strewn walls, rejecting the advances of amorous cab drivers and even stopping for a bite to eat at the local burger van.
I personally enjoyed the normalising of the everyday life of fashion and emphasising the unrealistic scenes in fashion photography.