Clothes on Film

Just today an online magazine NOWNESS, released a short film directed by Zoe Cassavetes that features Louis Vuitton’s F/W 11 collection. Following the recent Kenneth Anger for Missoni short film, it seems that the pairing of venerable filmmaker and fashion designer is becoming a surging trend.

The trend is largely due to the ease of creating, distributing and consuming digital film. In a world where everyone and anyone can make a film and distribute it online, consumers expect a moving image, available for free on the Internet, to accompany a clothing collection or advertising campaign. Designers are forced to compete for attention in this over-saturated media environment, which is why we’ve recently seen fashion films from designers across the spectrum. Alexander Wang enlisted fashion photographer Craig McDean to create a short film for his Fall 10 women’s ready-to-wear collection, while indie designer Lewis produced an equally compelling film with the help of photographer Anna Wolf.

Savvy designers, like Missoni, realize a film is not merely an advertisement but an opportunity to enhance their brand through association with name artists. Last January Pringle of Scotland released Ryan McGinley’s film interpretation of the brand, featuring actress Tilda Swinton. Proenza Schouler enlisted artist and avant-garde director Harmony Korine to produce Act Da Fool, a film featuring their F/W 10 collection set in the director’s hometown of Nashville, Tennessee, that will debut on their website in September.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.