Top 10 Fashion Films of the Season

NEW YORK, United States — What makes a successful fashion film? Is it a strong visual concept? Content that can be quickly parsed? A savvy distribution strategy? Humour? Provocation? A famous model or a catchy soundtrack? Creating compelling fashion videos has always been more art than science. But as we set about compiling our ranking of this season’s best films, we saw some interesting commonalities. While Cartier’s 3-minute CGI

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Top 10 Fashion Films of the Season

Lanvin Spoof Video | Source: NEW YORK, United States — At BoF, we’ve been ranking the top fashion films of the season since 2009, when the genre was still just coming into existence. But even back then, set against the staggering rise of online video consumption and the growing importance of engaging young digital consumers, the medium’s tremendous potential was clear. Fast-forward to the Autumn of 2011 and YouTube-friendly short

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Top 10 Fashion Films of the Season

LONDON, United Kingdom — This season, fashion brands embraced fashion film like never before, integrating digital videos more meaningfully into a wide spectrum of communications strategies, from Nicola Formichetti’s formidable social media machine for the House of Mugler to Tom Ford’s contrarian approach that defied the industry trend towards greater access and immediacy. In past seasons, fashion films have often been geared at

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Top 10 Fashion Films of the Season

LONDON, United Kingdom — According to network technology and services company Cisco, the number of people who watch web videos will surpass 1 billion by the end of 2010. By 2014, web video alone will account for 57 percent of all consumer internet traffic. Already, more than 2 billion videos are played each day on YouTube alone. With staggering statistics like these, it’s no surprise that fashion brands, both large and small, are investing in online video content, while agencies that represent commercial artists are urging their fashion photographers to reposition themselves as image-makers who can direct short films. But what makes a good fashion film? And are these the same primary concerns that go into a good fashion photograph?…

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Fashion Film Flourishes in Italy

Oppure Advertisement | Source: Fuori Biennale

VICENZA, Italy — Whereas Italy may have initially been slow on its uptake of Fashion 2.0, momentum appears to be building there to embrace digital media in all its forms, but especially fashion film. Indeed, two high profile events focused on moving image in fashion will take place in the month of May alone, bringing a much needed digital awareness to the country’s conservative fashion mainstream. Tomorrow, in Vicenza, is the

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Top 10 Fashion Films of the Season

LONDON, United Kingdom — The fashion film movement has hit the mainstream, with well-known brands like Prada and Y-3 running integrated, cross-channel campaigns around high-impact digital videos and a dedicated Digital Schedule for fashion films and catwalk streams now in place at London Fashion Week. But there were no signs that the medium was condensing around fixed codes. Quite the opposite. What we saw was the kind of restless innovation and constant evolution that characterises the fluid nature of digital media itself, with an explosion of new films that energised, but also transcended, the seasonal presentation schedule, speaking directly to consumers across the internet as part of in-season digital campaigns. During the Paris menswear collections, Stefano Pilati opened the Yves…

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Top 10 Fashion Films of the Season

Pringle Film Screenshot | Source: Style.com

  NEW YORK, United States — Fashion film was everywhere this season. Emerging and established designers alike dreamt up new ways to use the medium, proving it to be an increasingly powerful and flexible format for capturing, heightening and transmitting the energy of the collections. In New York, designers Gareth Pugh and Tim Hamilton presented films that acted as prequels and sequels to their respective Paris runway shows,

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