Tuesday, 27 April 2010

Fashion Films

The fashion film movement has hit many of the well-known brands that then have adopted this new way of doing campaigns. Therefore the necessity to have a stronger three-dimensional impact leaded them to build soon collaborations with video artists as well.

This spring Prada launched not one, but two digital fashion films. The 9-minute First Spring was beautifully shot by Chinese artist Yang Fudong, while the 1-minute S/S 2010 womenswear film shot by Steven Meisel. The latter features the model Rasa Zukauskaite as a "sexy accessory-holic, twirling to a hip-hop soundtrack with bright red lips and ponytails, the film’s visual device is simple, and the focus is squarely on product".

The Love magazine, the first magazine to use fashion films as commercial, featured "an all-star cast of internet favorites like Dree Hemingway and Pixie Geldof playing in traffic while wearing leopard coats, sheer trenches, black garters, or nothing at all, the film was shot on the revolutionary RED Mysterium-X and released on Valentine’s Day for maximum impact".

The photographer and video artist Todd Cole created A Space Odissey film for Rodarte. "The film invites consumers into the enigmatic, textured world of the Rodarte brand, blending art, fashion, mystery and science with visual impact and conceptual daring".

A Korean fashion designer, Jung Kuho, completed his deconstructed and reconstructed A/W 2010 collection, inspired by ecdysis, “shedding our outer skins to re-emerge spiritually as more perfect or purer beings” with Hexa by Kuho by Nick Knight

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