7 Fashion Films With a Touch of Star Power
In the past, short film has been relegated to the back shelf of marketing tactics. Though recognized as a legitimate form of artistic expression in the general sense, brands had yet to see it as a valuable marketing tool. But with the launch of YouTube in 2005 and the subsequent popularity of the viral video, by 2010, branded short films were catching on.
The fashion industry is no stranger to the short film genre. Digital lookbooks and campaign ads featuring wispy models running for no apparent reason serve as the flash page for many a designer. But while fashion documentaries like The September Issue and Bill Cunningham New York are hitting it big, short fashion films, as a vehicle for storytelling, has only recently been adopted.
In an 2012 op-ed written for Business of Fashion, digital marketing strategist Quynh Mai outlines her view as to why the fashion industry was falling short with short film. Mai points to poor strategy, little vision and lack of investment as the main issues, but goes on to say that all can be easily remedied. Fashion brands took her advice.
Over the last year, designers, magazines and retailers have produced some of the best short film work out there. By employing big stars, in demand directors, and high concepts, they have fully immersed viewers into their worlds. By packing films with top talent, they have made their creations shine
Let's press play on 7 of the best branded fashion short films of the last year.