Fashion trends are ever evolving. With evolving trends comes new ways to advertise them. The fashion industry has been producing fashion films. These fashion films are great ways for brands to highligh a product, new line, or company history. These films are sometimes directed by the the current head designer or even a highly regarded director from Hollywood. These films create a new world for the viewer where the stories may not make sense, actors may not say a word, but emotions are raw and the clothes and accessories speak volumes. In the video above, the connection that Thomas Burberry feels to his clothes are inspired by the courageous people he designs them for. 160 years later, Burberrys' iconicism is felt through the short film. Below, H&M teamed up with Kendall Jenner to showcase it's new partnership with Balmain. While Kendall Jenner doesn't say a word during the film, the futuristic vibes and techno music enhance and highlight the new alien-like line of clothes the Parisian fashion house created for H&M.
Brands also use these short films for commercials. In Spring 2015, superstore giant Target collaborated with the Palm Beach staple brand Lilly Pulitzer. They advertised in magazines, but their most notable advertisement was a short film. It showcased almost all of the items in their collection. Overboard and outrageously bright, the commercial featured celebrities too, most notably Chris Noth from Sex and the City. With a "Keep It Comin' Love" remix playing in the background, the short film makes everyone long for the hot summer months by perfectly showing off the different outfits while everyone is using the new home and beauty products.
Companies have a wonderful option to showcase their brand and products. These short films are so different from traditional advertising because they let the directors and producers venture into an unknown realm of reality where anything is possible (ie: Chanel dancing fingers below). These short films can also be edited into even shorter clips that can be used for traditional commercials. Short fashion films are the future.
Personally, I hope to see more fashion films in the future. I think that they are fun and pleasing to watch. Fashion has always been creative, so it's time for its advertising to catch up!
I have also inlcuded a few of my favorite fashion films. Please note that the some use flashes and quick moving images that may be difficult to watch.
I think this might just be my favorite
nail polish advertisement!
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