4.Fashion films: a whole world to discover
Until recent times, advertising has constructed all kinds of strategies to reach their target group, invading every centimeter of their space. But now, the brand communication is not satisfied just getting the attention of the target and its faint memory for a few seconds. Now the new brand advertising is trying to find a permanent place in the audience mind. Getting to this magnificent point, it was not just a matter of changing the perspective of the communication, a long evolutionary process was necessary at all levels, in which brands have gone from selling products to represent values. Over this process, advertising has been introduced in all kinds of contexts in order to surprise the receiver. In its various forms, the fashion film has become an indispensable element between producers and advertisers; not only by the revenue gained, but also by the narrative skill that involved. In this way, the product or the brand not only serve to give realism to the created universe, they have sufficient communicative power to shape the personality of the characters or interact with the story itself. However, the brands continue dodging the limits, and the next step was to become the providers of the entertainment themselves. Either as a video game or any other form of entertainment, brands start to produce their own contents of their universe, in order to integrate their message or their values in "commercials" that the target group is willing and interested in see, enjoy and share. In the world of fashion, these facts motivated a whole change in the way they see advertising and communication. This has meant the turning point that fashion world needed to innovate and experiment through the fashion films; a phenomenon that today has generated the creation of numerous online platforms, specialized courses and festivals in the major capitals of Europe or America.
4.1.
Definition
Both film making and fashion design are collective endeavors with hundreds of people involved in the process of making a major film or collection, in which one person is wholly responsible for the artistic vision. In the world of film, this person is the director. And for fashion, it is the designer. Despite the parallels between film and fashion, the latter has usually played second fiddle when the two worlds come together creating a new way to communicate brand values: the Fashion Film. As I said before there are many definitions of what a fashion film is. Some directors argue that these pieces must contain a story, others opt for the humor, to include social criticism, dialogue... Some say the Fashion Film is still experimental genre, which is developing and in full blast. And there are also others that argue fashion films are the natural evolution of fashion
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