The creative eyes behind your favourite fashion campaigns.
Fashion film is emerging as the new key tool for the promotion of brands and new collections. The director behind these films has the role of being the creative vision, often these films are directed by Photographers or Art Directors. Interest in fashion film is slowly overtaking fashion photography, director Nick Knight says this is because “The best way to express a garment is to watch it in motion, the way it was designed to be seen.”
Fashion and film have always been closely intertwined, therefore, the evolution of films for the sole purpose of fashion promotion makes sense, especially now we live in a digitalised world. Previously, Fashion brands’ YouTube channels struggled to get past 100,000 views per video. Now, brands such as Gucci have received millions of views on their Film Campaigns, such as ‘The Gucci 100 Campaign’ which currently sits at 4.4 million views. Fashion films are important as it allows brands to create a narrative and capture the audience’s attention. Most often, fashion films do not feel like an advert, but rather a piece of art.
"Fashion film is a very exciting new medium and seems to be taking over from fashion photography; it's fast becoming the best way of expressing fashion today." - Nick Knight, Fashion Filmmaker and Director
Many of my favorite photographers have directed fashion films. For example, Petra Collins, my all-time favourite photographer has directed films such as Gucci's 2018 Gift Campaign and Nordstrom's 2017 Spring Campaign. Having directed for big brands, Petra has been given the opportunity to direct music videos for stars such as Selena Gomez and Olivia Rodrigo, as well as starting to create her own first full-length movie. Having this much creative freedom to explore so many different stories and concepts sounds like a dream.
"I love being able to make fashion films because they usually allow me to be free creatively and let me work out things that I will eventually take to feature films." - Petra Collins to ShowSTUDIO
Personally, I’ve always had a love for creating and editing videos, even when I was a child I was creating music videos to my favourite songs. I see film as an incredible outlet to visually communicate your concepts and ideas. I would love the opportunity to blend two things I love, film and fashion. Directors are involved in the entire process of filmmaking, they are there from pre-production to the final edit. I love experimenting in every step when I'm creating something, from planning to editing. The way in which directors are so involved in the whole process is what draws me into this role.
Furthermore, I feel that directing can lead to other paths and opportunities, as it is closely linked with photography and art direction, both of which also interest me. As a very visual person, a career that would allow me to explore and create visuals sounds incredible.
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