Fashion videos don’t have to be pretentious bores. First, too many take themselves way too seriously at the expense of a connection with the audience, and secondly, I don’t think I can look at another montage of models posing on a moonscape/industrial warehouse/empty room/etc…while an alien atmospheric soundtrack plays. Thankfully the Fashion Film genre is growing beyond that, and some of the most memorable films are the ones with engaging characters that tell a story without upstaging the fashion its trying to sell.
Here are two examples that tell a story.
The first video: L.A.DY DIOR by John Cameron Mitchell
(2011) Is the story of a model at her breaking point which results in a great photo shoot.
The second video is its inspiration: JUN ROPE’ CM by Richard Avedon (1973) which still looks fresh today.
For more videos go here: 2012 Fashion Films BOF http://www.businessoffashion.com/2012/10/fashion-2-0-top-10-fashion-films-of-the-season-7.html
…A parady on fashion, not really a story but like H&M’s trendy fashion its FUN!
Anna Dello Russo for H&M – Fashion Shower