Have you noticed the growing popularity of short films for fashion?
Designers are spreading their wings and collaborating with stylists, artists, and film makers alike in a new and now affordable medium for launching their ranges and establishing a stronger brand identity.
Consumers are increasingly turing to the web as a of source of direction and interaction. The need to spend precious dollars on advertising space no longer applies. Using the free medium of cyber space brands can direct that spending to develop more creative and engaging ways to communicate with their customers.
This season, Australian fashion labels such as Lover, Shakuhachi and new comer Emma Mulholland adopted the emotive medium of film to encapsulate the creative direction of their labels for the season.
Lover: A Dance for One
Emma Mullholland: Queen Aurelia
Shakuhachi
Collaboration across creative fields is becoming key to engage with customers on all new levels and personify a brand in a way product alone cannot. I think it is safe to say we can expect more fashion film projects to come.
Here are some of my favourites. Acne's Concrete Jungle was directed by Daniel Askill with creative direction from Michelle Jank. But be warned - the haunting beauty of this stop motion film can leave you feeling a little dizzy.
This quirky little thriller was produced for the launch of Lanvin's Collection for H&M.
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