Ethical approach to fashion film
The power of storytelling to captivate and convince.
As we recognize what consumption is doing to our planet, changing consumer patterns reflects both a yearning for simplicity and an expectation of transparency – especially among the younger consumers companies covet. That quality of wholeness we prioritize in our food – the connection to the handmade, local and distinctive, quality food ingredients, and the story behind the artisan and the passion for her craft – is beginning to inform all of our purchasing decisions.
One way brands are beginning to respond is by using video to simply and powerfully communicate the story of sustainability behind the products and services they’re selling. While the ability to reach out to style-lovers without negating fashion’s design and feel-good focus can be challenging, evocative visual stories can be a powerful tool in sharing the importance of a more considered approach.