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El éxito de los fashion films

In the digital era, marketing and film work together to create a fashion audiovisual product that goes beyond the mere advertisement of television or the traditional lookbook: fashion films.

With the rise of audiovisual versus written paper and the prominence of social networks, the marketing of fashion brands has been forced to make a radical change that adapts to new digital updates.

When the big fashion companies like Dior, Louis Vuitton, Chanel or Prada realized that to reach their audience they had to adapt the advertising content to the digital character of their target, that’s how the fashion films were born.

The true star of fashion films

It is an audiovisual production, as a short film, in which fashion firms show the image, identity and brand news. A form of visual and artistic communication that allows to show much more than what can be perceived through a traditional advertisement or a lookbook.

Unlike what is sought with a fashion catalog, fashion films are marketing tools in which the beauty and aesthetics of the message are those that acquire a real prominence, much greater than that of the products of the brand.

“A good fashion film must have a careful aesthetic (heir to fashion photography), a narrative rhythm and a turning point, something that makes it memorable, but above all things, it is important that it has a good concept behind it”. This is explained by the director of Madrid Fashion Film Festival, José Murciano.

The most memorable fashion films

Fashion film Kenzo World “The realest real”

Surreal, witty, funny, surprising and even the most irreverent and sinister of the moment. The fashion film of Kenzo World, one of the signature perfumes, is titled “The real realest” and there is no doubt that it created a stir after its premiere.

It is a total loss of control, in which, as a revolution imposed on all social protocols, it goes around the room dancing, jumping and even shouting at the statues. All an explosion of energy and power by the protagonist.

A fashion film that provoked much criticism, since it breaks with the conventional perfume advertisement in which an elegant girl walks in the same way to the rhythm of a beautiful music. A dance and music show that transmits energy and feminine empowerment.

Undoubtedly, one of the best marketing campaigns of the brand that got what it wanted: to revolutionize its audience.

Chanel “The Tale oa Fairy

A tribute to the style and spirit of the brand. The creative director of Chanel, Karl Lagerfeld, is responsible for writing and directing this fashion film entitled “The Tale of a Fairy”.

Designed for communication and marketing of the 2011/2012 cruise collection. According to the director himself, it is a film about the misuse of money, which starts with violence and ends with feelings.

In the middle of the French Riviera, with the sea and the transparent waters of the Mediterranean as the main spot, Chanel presents this 25 minute fashion film. We can soak up all the brand identity and the latest trends of the new cruise collection in every minute of the short film.

When adaptation becomes a necessity, original and innovative marketing tools emerge that transmit the brand message to the public. Fashion films were the answer to change. Will they continue to be one of the marketing strategies with greater prominence in the fashion industry?

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