What is fashion film?

We are still on the dark side that we don’t know which direction fashion films go. From advertisements, runaway shows, behind the scene or the making of… to art videos and even music videos, it can be all that in different forms. There is the intertextuality between films such that we see “fashion” in for example Rihanna or Katy Perry’s music videos just as fashion films can include well-composed music. We can say that fashion is indeed everywhere, as we’ve seen it in the cinemas showing Hollywood film, The Devil Wears Prada. But with all the ambiguity of where fashion films lead to, I appreciate its freedom. We as filmmakers, in particular fashion filmmakers can have that freedom to experiment, explore and invent new ideas.

Fashion shorts:

 

These past weeks I have been inspired so much that that broadness confuses me where I want to go in terms of my project. Jessie Oldfield, the director of COUNTRY ROAD ads came and spoke to us about a peek inside films within the fashion industry as well as inspiring moments of her experiences. She encourages us to “make what you want to make” so that more of what you want to make allows you to. Also, we are taught that so many successful things can change and expires, like the trends people move on, the change in the fashion era, and so on. But one thing that always comes back as a success is the “idea/creativity”.

Fashion ads:

https://www.youtube.com/watch?v=36dP4vi2rkI

 

Some fashion brands such as Channel loves showing the making of their products:

 

As we’ve been shown that editing can be a powerful tool to embrace fashion films, I’ve also been inspired by some of the fashion video art that were presented to us during the studios.

 

What makes a good fashion film does not always mean that they have to be a film about fashion clothing. It is also the aesthetics and ideas that relates to the body of works. It is not just about the brand but how well the film reflect that brand. It may be unusual for cinematic directors to make a piece of fashion video but these fashion films are as reflective as films we see in the cinemas. These directors/filmmakers embraces this art form, as we can see here.

http://www.highsnobiety.com/2016/04/05/hollywood-fashion-ads/