Fashion Film; Art or Marketing?

In Denis' lecture we examined lookbooks, promos & fashion film. The industry create fashion film as part of their campaigns, whether it be standalone or complimentary to entertain, to sell more and film allows their audience to buy further into the brands lifestyle- they want to be like the character in the film. We watched John Galliano's film for Diors SS09 collection 'Lady Noire' starring the French actress Marion Cotillard. I really liked this film and found it captivating. The fashion industry capture the zeitgeist & often use celebrities to endorse their brand. Nowadays actresses are regularly featured on magazine covers rather than models because the buyer can identify to them more so than a model.

Things to consider when creating my film

The Message;
-Clothing
-Theme
-Art
-Model or Actor
-Collaboration

Style Over Substance
-Short and sweet?
-A talking point?
-Message through styling?
-What's the focus?

The Market
-Press
-Public
-Cost

Why?
-When is the film released?
-How is it accessed?
-What does it say?
-Standalone or complimentary?

The Journey of the Brand
-The idea
-Who is the market?
-Promotional communication
-The image
-The moving image
-The concept
-The promise 'buying the ethos'

Generating publicity
-Press release
- Promotional materials
-Guerilla campaigns
-Word of mouth
-Blanket bloggers
-Countdown
-A screening or event

We looked at examples of lookbooks, promotional videos and films to see which ones we found successful. I really liked the lookbook from Japanese brand Monki. I thought that it was simple but interesting & it caught my attention. It also proved that you can get great results despite having a low budget.