F A S H I O N
F I L M AS A NEW PLATFORM
In the age of digital, the fashion industry has consumed new methods of advertising, one being through moving image or known to us as fashion film. The fashion industry has failed to fufill the full potential of a fashion film but recently you can begin to see the industry waking up. Fashion films are not to be confused with cinema or traditional fashion campaigns; they have many different parameters one in particular which is how much freedom a fashion film makers/directors gets. The creators obtain a huge amount of creative freedom, which allows them to think outside of the box and push boundaries, which leads them to create a more abstract and artistic piece. I think that brands want to approach fashion films with avant guard techniques as it allows them to create imagery that can communicate a strong presence and visual identity of their brand without it being too commercial, If interpreted and represented in the right way.