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Fashion on Film

Fashion News
Gucci tapped Glen Luchford for this season's campaign video, above.

By Jessica Michault

Fashion brands are always looking for new and creative ways to reach their customers. Currently one of the most successful avenues to do this is via online videos. Hitting just the right note in a video campaign is becoming increasingly important to luxury brands as video consumption on social media platforms is growing exponentially. Cisco Systems, a leading technology company in California, has suggested that by 2019 online videos will total 80% of the total consumer traffic on the Internet.

As always, making an emotional connection to viewers through these short films is key. Humor is one of the most successful ways to make a video go viral, but having a mega star in a film, or a strong visual aesthetic (particularly in fashion videos) also tend to yield strong results, longer retention and brand recognition.

Here, we capture a few of the standout screen stealers of the seasons.

Designers Domenico Dolce and Stefano Gabbana pulled out all the stops to create a video to introduce their new fragrance “Dolce”. The hired three pillars of Italian cinema--director Giuseppe Tornatore, composer Ennio Morricone and actress Sophia Loren--resulting in a celebration of all things Italian. The food, the architecture, the wine, the artists, the men--and of course, the Italian women. The video is a feast for the eyes and ears. It makes you want to rush to a store and try out the new scent, just to see if it is even able to capture all of Italy in a little pink bottle.

Stella McCartney's video endearingly presents two supermodels, Natalia Vodianova and Mariacarla Boscono, in a classic staring contest. The results are comical, unexpected and utterly real. Consequently viewers have the sensation of getting an unfettered glimpse into the true nature of the two models and thus the designer herself. It is also worth noting that the video uses a pretty tight framework so that you almost don’t notice the clothing. Seen only from the torso up, this presentation is all the more enticing and leaving us curious about the looks we're missing out of frame.

Gucci’s creative director Alessandro Michele has got his fans on the run. The designer turned to photographer Glen Luchford for the third time in a row to bring to life his colorful, quirky and romantic collection. The video sees a group of vibrantly clad bohemian youth running from the local police. The wistful melody of “Goodbye Horses” by Q Lazzarus plays them off into the sunset as they gaze down from the rooftop of the Maritim Hotel in Berlin. This is a very cool film that beautifully reinforces Michele’s poetic sartorial point of view.

Tom Ford threw down the gauntlet this season by completely forgoing a fashion show in favor of a fashion film to introduce his spring/summer 2016 collection. Tapping Lady Gaga and a gaggle of models (including Lucky Blue Smith, Xiao Wen Ju, Aymeline Valade and Mica Arga) Ford asked Nick Knight to direct the video and his good friend Carine Roitfeld to style it. The result is a “soul train” dance line where everyone gets to show off their best moves in Fords best looks of the season.

Miuccia Prada takes the fashion world on a surreal ride with her video “Real Fantasies.” Shot by Matteo Frittelli, the film shows models moving throughout an indefinable white space through which interiors, trains and street scenes fold into each other. The look and feel of the video is extremely digital, but with a quirky 1950s feel reflected by the retro music and clothing featured.


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