LONDON, United Kingdom — This season’s fashion videos were particularly strong, setting a high bar as we compiled BoF’s traditional Top 10 Fashion Films of the Season list. Some of the best films featured impressive dance moves. Some also focused on groups of people as opposed to single models, underscoring the importance of community to digital native, Gen-Z and Millennial viewers.
Gucci, our number one pick, managed to merge both. Set in the colourful dancehall of London’s Mildmay Club and inspired by the photographs of artist Malick Sidibé, who in the 1960s and 1970s captured youth culture in Africa, the megabrand’s Pre-Fall 2017 campaign video, shot by Glen Luchford, reflects exuberance and freedom of expression found in England’s Northern Soul movement — and makes for addictive viewing. Its all-black cast was also a welcome development for Gucci, whose casting has previously been criticised for its lack of diversity.
Several major sportswear brands also produced highly compelling digital videos this season, but Nike’s effort really stood out. To celebrate Pride Month and honour the LGBTQ community, the American sportswear giant tapped transgender vogue dancer Leiomy Maldonado for a video entitled ‘Be True,’ written and directed by Daisy Zhou. The film acknowledges dance as a true sport and is part of a larger commitment by Nike to address inequality under the banner of a campaign dubbed #Equality.
Adidas, too, struck a chord, racking up a staggering 25 million views for a buzzy video for its Originals division, featuring visionaries from the worlds of music, art and sport, including Petra Collins, Snoop Dogg and Stormzy. The incoming British Vogue editor Edward Enninful also makes an appearance on our Top 10 list this season with a campaign for Gap that takes the brand back to its ‘white t-shirts and blue jeans’ roots. The video entitled 'Bridging the Gap', celebrates the simple optimism of American style with a diverse star-studded cast that includes Wiz Khalifa, Alek Wek, Christie Brinkley, Adwoa Aboah, Yara Shahidi, Priyanka Chopra, Jasmine Sanders. Here again, dance and the power of community took centre stage.
Now, sit back, relax and watch our Top 10 Fashion Films of the Season, then let us know your thoughts in the comments below.
1. "Soul Scene" by Glen Luchford for Gucci Pre-Fall 2017
Glen Luchford’s all-black, street-cast romp through England’s underground Northern Soul scene is pure fun with wicked dance moves to boot.
2. "Be True" by Daisy Zhou for Nike
Nike’s latest #Equality video, starring the transgender voguer Leiomy Maldonado, is a bold and moving tribute to the LGBTQ community timed for Pride. The voiceover by Precious Angel Ramirez adds a particularly powerful dimension.
3. "Original is Never Finished" by Ferdinando Verderi, Wesley Phelan & Matthew Edwards for Adidas
Adidas Originals reaffirmed its position as cultural catalyst with an angsty rally for originality, featuring cutting-edge visuals and counter-culture favourites like Petra Collins and Stormzy.
4. "Music is my Mistress" by Kahlil Joseph for Kenzo
Last season's top pick Kenzo is back with a video by Kahlil Joseph, famous for his work with Kendrick Lamar. The results underscore, once again, the brand's commitment to the art of film.
5. "A-Z of Music" by Sam de Jong for i-D x Marc Jacobs
In the latest iteration of its popular ‘A to Z’ format, i-D linked up with Marc Jacobs for a video on music that contains just the right mix of educational content and quirk.
6. "Movement: Queen Moves" by Sandra Winther for i-D x New Balance
This film follows members of New York dance collective Queen Moves as they face a range of issues from politics to heartbreak. It's winning attribute: authenticity.
7. "Bridging the Gap" by Edward Enninful for Gap
Edward Enninful’s ‘Bridging the Gap’ film showcases the brand just as it should be: fun, simple, diverse and optimistic, with a winning soundtrack by Boney M.
8. "Elle Fanning's Fan Fantasy" by Ariel Schulman and Henry Joost for American Vogue
Resembling a scene from a Wes Anderson movie, American Vogue’s humorous take on Elle Fanning’s stardom is a riot perfectly pitched to Gen-Z.
9. "Cinéma" by Francesco Maria Tiribelli for Prada
What this film lacks in storytelling it makes up for with stunning cinematography (and return of supermodel Giedre Dukauskaite) rendered in that typically Prada way: beautiful yet witty.
Editor's Note: This article was revised on July 2, 2017. An earlier version of this article misstated the name of the musical group Boney M.