FASHION FILMS

Fashion is a visual medium that is always looking for new channels to communicate about its message. In the following articles we will talk about several actions of the brands in which the new way of communication is taking a relevant role.

We live in an era of continuous change and fashion brands are not lagging behind. Innovation is part of their philosophy to move forward and to connect with their audience. For this reason, it is also important for them to communicate through innovative actions that manage to reach their consumers more directly.

This article is about Fashion Films, a fashion audiovisual production that is part of the branded content of a firm and merges video marketing with storytelling. It is a film format with a duration of more than one minute and less than 15 minutes. It can look like an advertising spot but it differs in its purpose since the fashion film does not have as an objective the sale. In fact, it looks more like a short film or a video clip. You could say that they are the evolution of fashion editorials.

Fashion films include several genres and these tell a story, with an excellent production, using the main idea, music and aesthetics as tools of attraction. Produced by brands, designers, storytellers and artists, they often feature fashion in the lead role or as a supporting character. Through the visual medium of film, brands, designers, and publications of all sorts can effectively communicate aesthetics, ideas, and concepts to both general and specific audiences. Film is therefore is the fastest-growing area of visual representation in fashion.

These films are an advantage because are used in addition to runway shows to introduce new collections or fashion lines to people all over the world. The majority of consumers are unable to attend runway shows in major fashion districts, such as, London and Paris. Fashion films can therefore reach a much wider audience than runway shows.

The demand for fashion films is steadily growing, especially as people become more familiar with the concept of fashion films. While people in one part of the world can experience the runway representation of his brand, people all over the world could experience the brand through a film that communicated the tone, movement and approach of his collection.

It should be noted that these films are rather attributed by the big luxury firms, since they have the ability to invest large amounts of money. This does not mean that a small brand can not undertake in this genre, since, thanks to the technological possibilities of today, it is possible to create high quality audiovisual pieces if we have the idea and the message clear.

To sum up, due to new talents along with the innovative use of media, the future of fashion film is a bright one. Many fashion film festivals are hosted annually to show screenings focused on fashion and cinema, giving filmmakers, designers and cinema and fashion enthusiasts the chance to watch a number of iconic movies.