It is nothing new that the fashion industry producing a lot of short films every year rather in every new season to explain their latest collections. As we can say, almost all of such fashion films are just a little more than a hyped advertisement, nothing else. But at the same time, there are a few creative minds that never spare a chance to go to the next level. Those who actually adopt the medium to tell a proper story behind their branding, give birth to a perfect fashion film.

Trend of Short Fashion Film

An artfully planned promotional advertisement with a meaningful story is no doubt a good strategy to strike the masses with a brand’s target buyer group even as letting them to connect expressively with the notion of the label. Creative visual marketing is a must to do job for any fashion brands and retailers. But in recent time, only visual marketing is not enough. Rather most of the fashion brands or labels have been choosing short fashion film as the best medium to share their ideas in a more artistic way. They now prefer to weave a touchy story that would best explain the thoughts, inspirations and hard work behind every single piece of their seasonal collection.

Popular Way to Connect Consumers

It is not that long back ago when even a top fashion brand didn’t get more than 100,000 views on their uploaded short fashion film on YouTube. But with the increasing use of smart phone, easy availability of internet connection and mostly people’s tech savvy nature has changed the trend. Now it is crossing 2,754,390 views (‘Reincarnation,’ a 7 minute running fashion film directed by Karl Lagerfeld to escort its Paris-Salzburg 2014/15 Métiers d’art Collection staging) sometimes or even 417,116 views (‘Train de Nuit’ for a French luxury fashion house’s signature perfume No.5 in 2011).

Here we must mention that particular fashion film which brought everyone’s attention a year before. We are talking about ‘First Kiss’ – a film directed by Tatia Pilieva for Wren’s 2014 Fall Collection. It has gone viral and received more than a 100,000,000 views on YouTube Chanel. This 3½ minute short film portrays strangers coming together and kissing each other for the first time resulting in affectionate, solicitous and a discomfited instant at the same time. No doubt, the artistic thought attracted the huge number of viewers.

Increasing Popularity

According to a recent buyer study the research firm stated that 59 million adults aged between 13 and 34 in United States have the tendency to watch original digital films. The modern buyers are continually evolving and becoming more and more digital savvy day by day and being addicted to internet for film fix. For the same concern, fashion films are also becoming popular day by day. Besides the internet availability, social media trend is another very essential platform for these films to get popularity. Now the fashion related movies has become a alternative to a designer’s portfolio. It not only gives a fashion brand the chance to become famous or more widespread, but it is also backing the newcomers to create their identity among numerous.  

Expert Opinion