Threaded Culture by Tyler McClelland from The Connector on Vimeo.
To showcase the lifestyle of a brand, the fashion world’s go-to is usually in the form of a magazine editorial. However, in this new age of multimedia, video content is proving to be more successful in getting consumers’ attention. Since then fashion films have erupted onto the scene and provided a more interactive experience for people to see a brand’s clothing or accessories either used in everyday life or in an artistic manner. The films are not direct advertisements but a more unique way for brands to engage with their customers in a cinematic manner.
Many films feature top-tier actors and actresses such as Anna Kendrick and Lily Tomlin in the Kate Spade film #missadventure. Big productions like this Prada film are done by Wes Anderson and Roman Coppola for Prada Candy and even “First Kiss,” for New York clothing brand Wren has gone viral. Magazine Dazed and Confused hopped on the fashion film bandwagon and created a “Mean Girls” parody featuring model and reality television star Kendall Jenner called “Burn Book.”
Fashion films are far from being a thing of the past with more brands from design houses Chanel and Dolce and Gabbana to smaller designers such as Erin Fetherston and Rachel Antonoff using this medium to further connect with their audience. This “moving editorial” format is a step toward innovating the way we see brands and how they see us.
