Fashion film: ones to watch

Recently a lot of fashion films have been popping up onto my recommended on YouTube, so naturally, I thought I would take a look, and then I fell into a rabbit hole of watching loads that were created. It's amazing to see the talent and work that goes into these films, even though they are short they have a lot of beauty in them from the cinematography to the way they outfits have been styled. You can tell that each piece of clothing has been created to fit the specific theme and surrounding that they shoot in, making the connection between space and clothing so well done.

What I found from looking at fashion films is that no two films are alike, each one has a significant style and aesthetic which makes it unique. This can be fitting with a time period or to connect with a stereotype of a countries aesthetic such as southern France and the more floral and relaxed minimalism they have. The way a fashion film can have so many connotations allows there to be a lot of interpretations by the audience, allowing themselves to be put in the film, into the clothing, something that is usually done in campaign ads.

When the thought first popped into my head about this I realised that it makes a lot of sense as many brands like to create a way for its consumers to imagine themselves in the brand. It's a classic tactic used by many brands to get people to shop a new collection, the only problem with this aspect being that not a lot of consumers will see it unless its show in the store or on social media. Now, this would make sense if a brand were to try to connect with Generation Z or Millenials.