Are Fashion Films Becoming More Powerful Than Photography?



louis-vuittonPhoto: Courtesy of Louis Vuitton.
For those of us who are suckers for a pretty, glossy picture, we find ourselves seasonally stalking the Internet and magazine titles for a peek at new campaign images. Even if we've studied the runways and memorized the lookbooks, it's always fascinating to see how — and with whom — a brand chooses to promote itself. But, this all could be changing with the upswing of fashion films.

While moving images and fashion houses have often worked hand in hand before, as WWD reports today, some major labels are beginning to increase their focus on making movies. One of the most recent examples, of course, is the Louis Vuitton L’invitation au voyage project that featured a surprising superstar mashup of Arizona Muse and David Bowie. But, with a fresh focus on these films also comes a new set of challenges. Specifically, the ability to engage audiences with these flicks — and do it fast. "If in those [first] six seconds you have not captured their attention and you haven’t offered them something interesting, they go elsewhere," warns Frédéric Winckler, LV's communications and events director.

Labels such as Guerlain, Cartier, and Giorgio Armani have also already produced films. And, if they're able to grab our attention through moving pictures better than with stills, this approach to advertising could bring a whole new level of awareness to brands both familiar and up-and-coming. (WWD)