Fashion movies are the best way to represent a brand, they offer various views of the products advertised, the garments are worn in a context and it's possible to see how they can fit on real people instead of a mannequin. Videos are images in movement, they catch your eye and are really easy to impress and remember. In the last years most part of the worldwide brands are investing huge budgets to produce short films to advertise their products and by 2019, online video will account for 80 percent of all consumer Internet traffic, according to California-based technology giant Cisco. The problem is, too many fashion brands create online videos that feel more like traditional marketing than the kind of genuine content consumers voluntarily seek out and share. There’s a lot luxury brands can learn from Supreme, which published our top film of the season “Pussygangster,” a skate video directed by William Strobeck, to coincide with the opening of its first Paris store last month. Shot on Place de la République, one of the French capital’s biggest skate spots, the 10-minute film feels more like an authentic, standalone piece of storytelling than a mere marketing exercise. Watch our Top 10 Fashion Films of the Season and let us know your thoughts in the comments below.
Gucci Spring/Summer 2016
For Gucci’s SS16 campaign, creative director Alessandro Michele teamed up with photographer Glen Luchford to shoot in Berlin at the notorious Bahnhof Zoo station and on the rooftop of the Maritim Hotel. The resulting video depicts a collective of bohemian peacocks joyously fleeing the local police with clear references to Uli Edel’s controversial 1981 film Christiane F.
In March Supreme released its latest skate video, a 10-minute video directed by William Strobeck to support the launch of the brand’s first Paris store. Shot on the city’s Place de la République, a well-known local skate spot, the film is a gritty and honest portrait of urban youth, featuring Supreme riders like Sage Elsesser, Sean Pablo and Ben Kadow, as well as skate icons Jason Dill and Mark Gonzales. With its fish-eye aesthetic and shaky cinematography, the film stands out for its energy and authenticity.
Calvin Klein Spring/Summer 2016
Featuring a cast that includes Justin Bieber, Kendall Jenner, Kendrick Lamar, Abbey Lee Kershaw and FKA Twigs, Calvin Klein has successfully updated the approach for the youth of today, two decades after the controversial campaign for its CK One fragrance. Shot by Steven Meisel, the spot presented an indelible image of adolescent sexuality, featuring a 20-year-old Kate Moss and newcomer Jenny Shimzu.
“Dolce Rosa Excelsa” - Dolce & Gabbana
Giuseppe Tornatore, composer Ennio Morricone and actress Sophia Loren: the Milan based brand united three icons of the Italian Cinema. With a flowery and sun-drenched palette, the film centres around a matriarch, played by Loren, as she directs the restoration of a sprawling Sicilian estate, Villa Valguarnera di Bagheria near Palermo. Scenes of Loren, rolling up her sleeves and cheerfully playing chief builder, bring a lighthearted sense of humour to the film.
Kendall Gigi x Vogue in Chanel Couture
Kendall Jenner and Gigi Hadid are the protagonists of a slumber party at The Plaza hotel, they exchange slouchy nightwear for Spring 2016 Chanel haute couture in a video shot by Cass Bird for American Vogue. The two social media celebrities dance and play to Grimes’ “Kill V. Maim” bedecked in lace, ribbon and tulle dresses, offering a strikingly young, modern and innovative take on the French luxury brand.
“Open Up” - Nicopanda
Directed by Christelle de Castro in partnership with SHOWstudio and Machine-A, the film features Jonte’ Moaning, Mela Murder, Kaner Flex, Richard Kennedy and others, dancing to a soundtrack created by Michael Magnan and JX Cannon. Nicopanda’s last collection video pits good kids and rebels against each other in an epic gender-bending fashion battle.
“Your Future is Not Mine” - Adidas
This short film by Adidas , directed by Terence Neale, follows some of today’s most influential pop culture figures, artists and content creators, including stylist-entrepreneur Luka Sabbat (named the Internet’s coolest teenager) and Cleveland Cavaliers basketball player Iman Shumpert, as they chart their own path through a haunting landscape of urban jungle, social media clones and soulless nine-to-five jobs, with a clear message of progression and empowerment.
“Snowbird” - Kenzo
It's time to change at Kenzo headquarters, as we have seen in the last seasons,Kenzo has become more and more adventurous with its fashion films. This time around, the brand joined forces with acclaimed writer and director Sean Baker to create “Snowbird.” The 12-minute short, filmed entirely on an iPhone, shows a young woman named Theo (Abbey Lee Kershaw) in her quest to share a homemade cake with the residents of debris-scattered desert community. Shot in Slab City, a remote campsite in the Sonoran Desert, 156 miles northeast of San Diego, the film’s raw and exotic landscape is matched by Kenzo’s free-spirited Spring/Summer 2016 collection.
“The Never Ending Story from Louis Vuitton”
Louis Vuitton zooms through five generations of the brand’s history in “The Never Ending Story from Louis Vuitton”. Directed by the iconic Wes Anderson, the film brings a sense of fun and millennial-friendliness to its educational narrative.
“Outlaw!”- Outlaw Moscow
Last February, Maksim Bashkaev, co-founder and designer of Russian fashion brand Outlaw Moscow, won SHOWstudio’s first-ever award for best fashion film with a short called "Outlaw!" The video follows Russian youths as they explore urban Moscow, as they fight isolation by standing out from the crowd.