Fashion films as a new communication format to build fashion brands

Paloma Díaz Soloaga
Leticia García Guerrero

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Published: 2016-04-01
DOI: https://doi.org/10.15581/003.29.35923
Keywords:
Fashion film, Branding, Branded content, Fashion communication, Experiential marketing, Luxury brands

How to Cite

Fashion films as a new communication format to build fashion brands. (2016). Communication & Society, 29(2), 45-61. https://doi.org/10.15581/003.29.35923
3202

Abstract

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent years has significantly changed the way fashion brands communicate with their audiences. Fashion films have emerged as a new and revolutionary tool adopted by luxury brands at the start of the XXI Century to construct their brands. A sample of 62 fashion films from 2006 to 2016 was analyzed in order to describe fashion film’s anatomy and its main characteristics that constitute an especial type of branded content, originated by brands in their quest for exclusivity and authenticity. As a distinctive type of experiential marketing mostly used by luxury fashion brands, they would become a new communication strategy for mainstream brands, but also allow the discovery of a profound connection with consumers through audiovisual narration.
Keywords:
Fashion film, Branding, Branded content, Fashion communication, Experiential marketing, Luxury brands

Authors

Paloma Díaz Soloaga
Complutense University of Madrid.
Leticia García Guerrero
University Center Villanueva.

References

Fashion films analyzed in the article Fashion Films as a new communication format to build

fashion brands:

Burberry, 15 anniversary of Billy Elliot, directed by Christopher Bailey (2015)

Burberry, Art of the Trench, various directors but same script (2008-2015)

Cartier, The proposal, directed by Sean Ellis (2015)

Cartier, Cartier Diamonds, directed by Johan Renck (2015)

Cartier, L’Odysée, directed by Bruno Aveillan (2012)

Chanel, One and Forever, directed by Karl Lagerfeld (2016)

Chanel, Reincarnation, directed by Karl Lagerlfeld (2015)

Chanel, The return, directed by Karl Lagerfeld (2013)

Chanel, Inside Chanel, 12 chapters and various directors (2012-2015)

Chanel, Bleu de Chanel, directed by Martin Scorsese (2011)

Chanel, Nº 5 The Film, directed by Baz Luhrmann (2006)

COS, The sounds of COS, directed by Lernert & Sander (2014)

Dior, Secret Garden, directed by Stephen Klein (2015)

Dior, Enter the game, directed by Marion Cotillard and Elliot Bliss (2014)

Dior, Secret Garden, directed by Inez van Lamsweerde and Vinoodh Matadin (2012)

Dior, Lady Grey London, directed by John Cameron Mitchell (2011)

Dior, L.A. dy Dior, directed by John Cameron Mitchell (2011)

Dior, Lady Rouge, directed by Jonas Akerlunds (2010)

Dior, Lady Blue Shangai, directed by David Lynch (2010)

Dior, Lady Noire Affaire, directed by Oliver Dahan (2008)

Ermenegildo Zegna, A Rose Reborn, four Episodes, directed by Park Chan_Wook

(2014)

Fendi, Invito Periocoloso, directed by Karl Lagerfeld (2013)

Gareth Pugh S/S 2016, directed by Ruth Hogben (2015)

Gareth Pugh A/W 2015, directed by Ruth Hogben (2015)

Gareth Pugh For MAC S/S 2012, directed by Ruth Hogben (2011)

Gareth Pugh, Immagine 79 directed by Ruth Hogben (2011)

Giorgio Armani, Valeria, directed by Olivier Zahm & Julien Carlier (2012)

Giorgio Armani, Alice, directed by Olivier Zahm & Can Evgin (2011)

Gucci, The Cruise 2016, directed by Glen Luchford (2016)

Gucci, Gucci Guilty, directed by Frank Miller (2010)

H&M, Marni at H&M, directed by Sophia Coppola (2012)

Hermès, Mètamorphose, directed by Vallèe Duhamel (2014)

Hermès, Man on the move, directed by Romain Laurent (2014)

Hermès, Delphine, Etablissements Marcel Gandit, directed by Isabelle DupuyChavanat &

Frédéric Laffont (2011)

Hermès, Les Mains d’ Hermés video series (2010-2012)

Hussein Chalayan, Afterwords, directed by Shannon Starkey (2000)

Lanvin, Fall 2011 Campaign, directed by Steven Meisel (2011)

Loewe, Colección Oro, directed by Luis Venegas (2012)

Loewe, Masters of leather, directed by Matthew Donaldson (2009-2011)

Louis Vuitton, The Spirit of travel, directed by Gordon von Steiner (2015)

Louis Vuitton, These four walls, directed by Rankin (2015)

Louis Vuitton, Invitation to travel, directed by Romain Gavras (2013)

Louis Vuitton, The Exchange, directed by Rankin (2013)

Louis Vuitton, Going with the flow, directed by Damien Lemercier (2013)

Louis Vuitton, Invitation to travel, directed by Inez van Lamsweerde and Vinoodh Matadin (2012)

Louis Vuitton, Le Mépris, directed by Olivier Zham (2012)

MAC, Gareth Pugh for MAC, directed by Ruth Hogben (2011)

Maison Martin Margiela, Untitled, directed by Alexander Chernov (2010)

Maison Martin Margiela, Visions Couture, directed by Nick Knight (2012)

Miu Miu, Les 3 Boutons, directed by Agnès Varda (2015)

Miu Miu, The Woman dress, directed by Giada Colagrande (2012)

Miu Miu, Muta, directed by Lucrecia Martel (2011)

Moncler, Don’t steal the jacket, directed by Bruce Weber (2009)

Prada, A Therapy, directed by Roman Polanski (2012)

Prada, First spring, directed by Yang Fudong (2010)

Prada, The trembled Blossoms, directed by Nick Knight (2008)

Prada, Work in progress, various directors (2008)

Proenza Schouler, Act da Fool, directed by Harmony Korine (2011)

Thom Browne, The Septemberists, directed by Anthony Goicolea (2007)

Tod’s, Pashmy Dream, directed by Dennis Hopper (2008)

Vente-Privée, Desire, directed by Erwin Olaf (2011)

Valentino, Valentino, directed by Edoardo Natoli (2015)


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Issue

Vol. 29 No. 2 (2016)

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Articles

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