History of fashion film

The History Of Fashion Film 

Fashion companies make short films, typically one to five minutes long and are produced for the Internet. Sometimes they sell the product and sometimes are just a visually exciting experiment in design.

The creation of fashion films inspired some of the best names in fashion: Miuccia Prada, Giorgio Armani and Yves Saint Laurent, and the Italian brand Tod's made "Pashmy Dream," a short film written and directed by Dennis Hopper and starring Gwyneth Paltrow, about her fame and her . https://youtu.be/aQHBNdy9bpE 2009. 

"Fashion films are definitely taking hold," said Jason Campbell, founder of the trend bureau JC Report, which is based in Paris and has previewed "A Shaded View on Fashion" on its Web site, jcreport.com. "It's reaching tipping point. They are the freshest way to grab attention for your brand."

According to Penny Martin, professor of fashion imagery at the London College of Fashion, the history of fashion film stretches back to the 1950s, when Erwin Blumenfeld began experimenting with motion picture cameras. The crossover continued through the 1970s in the hands of Guy Bourdin and Richard Avedon.

Nick Knight's Showstudio.com Web site has, since 2000, been the go-to place to view the artistic wave of fashion film, including Knight's own work, like his 24HRS project last year for Saint Laurent - 24 scenes filmed and broadcast live in real time over 24 hours for a collection called Edition 24. Besides Knight, there are 400 contributors to Showstudio.

Shurmer, of Spring69, added: "The Internet is the largest shop window in the world. Fashion film is needed to draw in consumers."Designers can push their creativity far beyond what's possible on the catwalk and consumers can get a real feel for the clothes - not just the way they look, but how they fit and move on the body."