The fashion world is creating more and more promotional films. Calling upon renowned directors, zoom on the new promotional films of the fashion world.
Nowadays, brands prefer to invest in the production of an promotional film rather than a poster campaign and press advertisements. This format, with the participation of memorable directors and well-known actors, is more durable and undoubtedly guarantees a great publicity!
Commercial productions
Over the past decade, the video format has overtaken paper-based communication. It’s a promotional film format that, unlike traditional media, allows for long-term communication. Brands have understood the importance of video.
These short films are created for reputational and promotional purposes, and are even shown at dedicated festivals. It’s a powerful communication tool that allows a brand to establish its style while showcasing its latest collection. The film format conveys an idea of timelessness and agelessness that luxury brands promote.
Burberry, pioneer of the film trend
British fashion label Burberry is one of the pioneers in the production of promotional films. Two years ago, the brand unveiled a three-minute biographical film about its founder Thomas Burberry, directed by Oscar-winning director Asif Kapadia.
Recently, it is the film “Burberry Night Creatures” which stages the new collection of the brand. In association with the dance collective La Horde and Megaforce, Burberry signs a short film of science fiction as moving as captivating.
There are also “Open Space” and “Festive”, two other promotional films made with the La Horde collective, which were a resounding success.
The House of Prada
“A Therapy” is Prada’s most famous short film. Directed by Roman Polanski, it shows Helena Bonham in therapy with her psychiatrist Ben Kingsley. The three-minute film ends with “Prada suits everyone”. The psychologist tries on and appreciates his wealthy client’s fur coat as she reveals her problems.
The brand is a regular of the geniuses of the cinema, from Wes Anderson with “Castello Cavalenti” to “The Laundromat” played by Ellen Jamison and directed by Autumn de Wilde, Prada has a foot in the cinema!
Mass market brands
Even the mass market is getting involved. For its spring/summer 2022 campaign, H&M unveils “Hotel Hennes”, a 3-minute film directed by Bardia Zenali, featuring Gigi Hadid as a receptionist in a colorful hotel.
Et vous ?
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