FASHION FILMS FLURRY: When Fashion hits the Silver Screen!

Art imitates Life. Life imitates Art.

Every year Fashion brands find new ways to convey their brands values, heritage and of course their latest product offering! With the crowded media-sphere, these luxury brands rely on more innovative concepts and media channels.

While fashion films aren’t the most ground-breaking mediums of communicating a brand story (remember L’Odyssey de Cartier and the slew of Chanel films, more famously - Coco Mademoiselle and Le Film - Chanel No. 5 / Train de Nuit - Chanel No. 5), last year saw a bevy of moving pictures, short films inspired by the brand philosophy.

Louis Vuitton released L'invitation au voyage - Venice, the second installment of its ‘L’invitation au Voyage’ campaign, to the French cinema screens on 20th November 2013. The film featuring David Bowie, who croons to model Arizona Muse, flows from the first film of the series that focused on Muse as an enigmatic, intrepid woman who revels in the mysteries of the Louvre. The second film, a 60-second feature, takes the journey from Paris to Venice.

Speaking on the film with WWD, Frédéric Winckler, Communication & Events Activities Director at Louis Vuitton says, “Film has always been an important medium, but it has gained a new energy with the arrival of digital technologies. As a result, it is taking on a growing share of our global communications resources.”

Echoing these sentiments are many more luxury labels. With Walking Stories, an 8-episode miniseries, Ferragamo delicately weaves in the brand heritage to a romantic story, while Dolce & Gabbana pulled all stops with ‘Street of Dreams’, a 2:35minute film for their fragrance The One featuring Hollywood bigs - Scarlett Johansson and Matthew McConaughey, and shot by one of the greatest Directors of all times - Martin Scorsese.

Karl Lagerfeld’s latest production ‘The Return, may not necessarily be an advertising stint and not as much of an homage to the designer, but more of a peak into the tumultuous life of Gabrielle “Coco” Chanel. Aptly named after the designer’s return to the fashion scene, the 30-minute Technicolor costume drama recounts the 1954 comeback collection presentation, with Geraldine Chaplin taking on the role of Chanel. ‘The Return’ was presented ahead of the Paris-Dallas Métiers d’Art collection on 10th December 2013.

While these are some of the more successful fashion films to have been presented by these luxury labels, not every film is destined to succeed as much. Despite this, films are growing to becoming the best medium for brands to show their customers and the market a concept, a thought, an idea, while also highlighting the brand’s ideology and illustrious history.

With upcoming films like the Yves Saint Laurent biopic to be directed by Jalil Lespert with the cooperation of Pierre Bergé (YSL’s longtime partner), it will only be exciting to watch the Movie Magic we may witness this 2014… that and will India catch-up to this trend soon enough?


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