A different way of looking at fashion
Custom film has become a major factor in how brands communicate their message and even establish some level of dominance. Part of a complicated, multi=-million-dollar marketing campaign, these films are stories unto themselves, dialogues that express a unique perspective on what it means to wear a brand’s clothing. The best frequently employ award-winning directors and several also include recognizable actors.
We’ve watched dozens of fashion films this year, but these five stand out. They go beyond just presenting a set of clothes. They capture our imagination and give us aspirations for how our lives might be should we wear these clothes.
What’s especially interesting is that almost all fashion films are presented without dialog. The viewer is left to interpret the story for themselves, just as we must ultimately interpret a brand’s clothes for ourselves. Labels want to send a strong message that the clothes don’t define the person. Rather, the person defines the clothes.
So here are my five favorites in no particular order. Pour yourself a drink and enjoy.
Christian Dior: Drift
Film by Vincent van de Wijngaard. A little stereotypical with the use of the LA Causeway, but still very well done.
Calvin Klein Jeans, Spring 2016
Featuring FKA Twigs and Kaner Flex
Gucci Stories: The Myth of Orpheus and Eurydice
This is a four-part modernization of the Greek myth that is quite interesting
This award-winning film by Sean Baker was shot entirely on an iPhone
PRADA: Past Forward
This very futuristic and esoteric film by David O. Russell is a beautiful piece of noir. Be sure to look for appearances by John Kaczynski and Sasha Baron Cohen.