Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria                                                      ...
M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria                                                      ...
M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria                                                      ...
Upcoming SlideShare
Loading in …5
×

Short Fashion Film

1,091 views

Published on

Publicación escrita y presentada para el congreso `Fashion Tales´ celebrado en la Università Cattolica del Sacro Cuore

“Fashion Films”, as their name indicates, are audiovisual creations on fashion. This is a new genre and format which is bringing about a revolution (specifically in the communication of fashion brands) that can be compared to the invention of the video clip.

Published in: Education
  • Be the first to comment

Short Fashion Film

  1. 1. M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria Universidad de Navarra Fashion Tales, June 2012 Short Fashion Films: So fashion brands have embraced internet as the perfect channel to communicate their A new means of brand communication brands both globally and individually. Fashion Films, then, were born when the brands adapted to changes brought about by the ecosystem of the new market media and consumer habits.“Fashion Films”, as their name indicates, are audiovisual creations on fashion. This is a newgenre and format which is bringing about a revolution (specifically in the communication The story of a brand is becoming more and more cross-media; it is told and completedof fashion brands) that can be compared to the invention of the video clip. through different media. Fashion shows are still the cornerstone of the communication strategy for a fashion company. These are followed by conventional publicity campaigns inFashion Films go from films like “The Devil Wears Prada” (2006), which basically deals with glossy magazines and on TV, and now there is a new window, internet, which demands athe world of fashion, or “A Single Man” (2009), directed by the designer Tom Ford, to new language. A new language which is briefer, more direct, more personal, and at themusic projects such as those by Burberry Acoustic or the videos for the Oliver Peoples same time, more global.brand. In this category we could also include Lanvin’s Fall Winter 2011-12 campaign to therhythm of Pitbull, more experimental video creations like “Shade Parade” or “Makeup” for 2. Branded ContentChanel, and more traditional spots. Fashion Films, then, fit into the phenomenon known as Branded Content. This is a newUnder this umbrella term, “Fashion Film”, we also find a set of shorts that are somewhat means of marketing communication, which in the case of Fashion Films brings togetherdifferent from the previous ones: Chanel No.5 The Film, and the Dior series for their the world of fashion, of publicity and of cinema with several aims: customerhandbag line Lady Dior; or also the productions (titles like “First Spring”) for Prada and Miu entertainment, brand advertising, social engagement and customer communication.Miu for the last two seasons’ collections, or the newly released “A Therapy”, directed byRoman Polanski. “Branded content is described as a fusion of advertising and entertainment into one marketing communications product that is integrated into an organization’s overall brandThere is a two-fold aim in this presentation. First it intends to offer a context from strategy intended to be distributed as entertainment content with a highly brandedcommunication to the birth of these Fashion Films. On the other hand, it lists the essential quality” HORRIGAN, David (2009). Branded content was created within an audiovisualfeatures of what we shall call “Short Fashion Films”, with the intention of differentiating context in which the hybridization of genres and the convergence of media allow for muchthem from the broad range of audiovisual productions included in the term “Fashion more innovative advertising contents. The cinema/fashion alliance that makes for FashionFilms”. To do so, we have analyzed the cases of Chanel and Dior, as we believe them to be Films offers two-fold benefits. On the one hand, the brand ensures that its advertisingthe origin of this now well-established trend. does not bother people surfing online, as, very much on the contrary, do “banners” or “spots”. This kind of content entertains the audience, who looks for it and heads directly 1. Origin and their present-day significance for it. For this to happen, the content must be high quality and, in itself, attract the public. On the other hand, cinema gets a new source of funding, the brand, and a new area forGetting back to the analogy with the video clip, we can say that just as the video clip experimenting by means of its idiom.makes no sense without television, Fashion Films make none without internet. Internet isresponsible for an unprecedented revolution both in communications and in everyday life. Besides, branded content offers the consumer a new way of relating to brands. The targetInformation has no borders; it is instantaneous and much more personalized. public for luxury brands is not limited to the customers who go to their stores to buy the products.
  2. 2. M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria Universidad de Navarra Fashion Tales, June 2012Nowadays, any user who spends time watching or consuming a fashion film is also a brand d.) Seriality: Most of the fashion shorts, while free-standing, show a certain amount ofuser. The time spent becomes a commitment to the brand, creates an affective link, and seriality within the communication strategy of each brand. In the case of Dior, formakes the user into a potential buyer. The new customers are ambassadors for the brand, example, a new short fashion film is produced for each new model of the Lady Dioras one of their habits is precisely to recommend the content to others, to share it with handbag line, but all with the same protagonist, Marion Cotillard, who is the face of theothers. brand. Each handbag represents a different colour or city (Lady Rouge, Lady Blue Shanghai, Lady Moscow…) but it is always a handbag advertisement and always has the3. Definition and features of Short Fashion Films: the cases of Dior and Chanel same star.I will now, through the paradigmatic cases of the Chanel and Dior brands, give examples of e.) Artistic direction: As what is being advertised is a fashion product or brand, thethe features that characterize and define Short Fashion Films, as a specific type of fashion wardrobe design, the sets, make-up and hair-dressing are always particularly cared-for.film. Apart from advertising a particular product, these shorts are extremely effective when transmitting the image of a particular brand, so the creative directors of thea.) A hybrid phenomenon made up of cinema, fashion and advertising: the first basic Haute Couture houses organize the artistic direction of the projects. Consequently, Johncharacteristic of short fashion films is that they are a product of the fusion between Galliano was in charge of the “Lady Dior” series until his dismissal.cinema and advertising whose content is a fashion brand. 3.1.These shorts have an advertising role, as they publicize a brand in order to convince newbuyers and ensure the loyalty of older ones. As shorts, they use professionals of the The short fashion films share three characteristics with the other productions thatcinema industry. These short fashion films are under the baton of some of the most comprise the “Fashion Film” group. These three characteristics make them especiallyesteemed directors in the international arena, such as Baz Luhrman and Sofia Coppola for effective in brand communication: the music, the online video platform and their length.Chanel, or Guy Ritchie and David Lynch for Dior. The stars of these commercials are alsowell-known actors who also work as the image for the campaign of the brand in question. a.) Music is not just one more ingredient in the creation, on occasion it is the star. ThereIn the end, the fashion brand pays, and, above all, is the real star of these audiovisual are very varied examples: Marion Cotillard singing a Franz Ferdinand song for the “Ladystories. Rouge” spot; Zooey Deschanel for Oliver Peoples… Thus we see a four-fold alliance of cinema, fashion, music and advertising.b.) Storytelling: Short fashion films use the vernacular of the cinema, the narrative. Theytell stories with a beginning, a middle and an end, with protagonists who must overcome b.) As the distribution platform is internet, this has broadened the brands’ target publicobstacles to reach their goals. and has rejuvenated them. The online video is a favourite among young people, so fashion films connect particularly well with the YouTube generation.This is how Chanel presented Nicole Kidman in 2005: as a star who fled from the world ofcamera flashes and took refuge in the attic of a bohemian artist in Paris. When she c.) Length: Internet allows the brands to break free from the 30-second slavery of thediscovers that the solution is not to flee, but to face up to reality, what the artist most classic TV commercial and to stretch out for a few minute. The Chanel spot mentionedremembers is her perfume, Chanel No.5. These stories become the best way of before was among the first to break down this barrier by offering a 2-mimute-long versiontransmitting the indefinable values of the brand; values that desire a more emotional link online.with the consumers, a space in their memories, a place in their hearts. This is whyStorytelling becomes the main tool for short fashion films to spread awareness of a brand.
  3. 3. M. Codina, M. Torregrosa, C. Sánchez-Blanco, M. Noguera y J. Vitoria Universidad de Navarra Fashion Tales, June 2012These three characteristics also allow their distribution to go viral. Fashion Films spreadalmost by themselves. The social networks allow users to recommend and share thesecontents, quickly, effectively and for nothing. It is the new version of the classic mouth-to-mouth strategy where one consumer recommends something to another, and so on. “Nº5, The Film” Baz Luhrman with Nicole Kidman (2005) Luc Besson with Estella Warren (2006) Jean P. Jeunet with Audrey Tautou (2010) “Be unexpected” Martin Scorsese with Gaspar Ulliel (2010) Directed by Karl Lagerfeld Remember Now (2010)As a conclusion A tale of a Fairy (2011)The presence of the different formats of fashion films is clear nowadays in the world offashion and more and more in the world of cinema and exhibitions (AsVoFF, Cannes…)The short fashion film line inaugurated by the great, luxury couture houses has beenstrengthened by the before-mentioned features: cinema professionals working withfashion brands, shorts with a story or drama that show the intangible values of the brand; “Lady Dior”seriality and careful artistic direction. “Lady Noire Affair” - Olivier Dahan (2010) “Lady Rouge” - Jonas AkerlunTogether with the short fashion film line drawn up by brands like Chanel and Dior, fashion “Lady Grey London” - John Cameron Mitchellbrands see fashion films as a particularly productive area for innovation and creativity in “Lady Blue Shangai” - David Lynch (2011) “Lady Moscow”new formats to spread awareness of their products and values. The essentially fickle “L.A dy Dior” John Cameron Mitchell (2012)dynamics marked by the world of fashion, the ever-growing possibilities offered by “Miss Dior Cherie” by S. Coppolatechnological development and the change in the public’s consumer habits will demand With Maryna Lichuk(2010)that we continue to pay attention to the unquestionable evolution of this phenomenon. With Natalie Portman (2011) Dior Homme “Un Rendez Vous” Guy Richie with Jude Law

×