Fashion Industry Hearts Branded Entertainment

Why are fashion designers picking up the camera to showcase their clothing in motion pictures? I think it has something to do with their inherent creativity, and their desire to express this creativity through multiple channels; in many ways the runway can be a pretty uninspiring canvas for showing off one’s designs. Then again, the motive might be less artistic and more monetary. A great marketing tool I think!

 

Article Summary

• While fashion in film is nothing new, lately there’s been a sharp rise in both indie labels and mainstream fashion houses producing their own shorts to serve as marketing vehicles.
• Some of the more well-known, highly publicized examples of this include:Kate Moss in a slinky, ethereal black-and-white Agent Provocateur series called “The Four Dreams of Miss X”
• Prada’s animated short called “Trembled Blossoms” that debuted at NY Fashion week, and features wood nymphs and bugs that metamorphose into sandals and handbags
• Erin Fetherston’s short films that star silver screen actors Kirsten Dunst and Zooey Deschanel, shot by photographer Ellen von Unwerth
• Short videos are quite the powerful marketing tool nowadays

While a runway show lives for 30 mins at the most, and may be viewed a couple thousand times online, a short video can be created for mere pennies uploaded to YouTube, gather millions of views around the globe, and live on forever!!

 

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