Fashion film is the medium of stylistic storytelling. It is unified relationship between brands, designers and artists which uses film as a medium to creatively frame and express artistic ideas inherent to fashion.
What’s relevant is the story they tell but also, in many instances, the role they play in the consumer’s decision-making process. With film dominating as the most popular content medium, fashion films are quickly growing in prominence as the channel for products and brands to tell their story.
Fashion film is innovative. It can tell almost any story and it transcends traditional forms of marketing and brand awareness. In a world increasingly driven by content, the fashion industry is responding to key trends as well as social-driven video with bespoke, cinematic content.
The aim of the fashion film is to create (the illusion of) more authentic experience than conventional advertising since the online spectator/user is in control of what to view and how.