Velvet or Wonder: Fashion films will soon take over the runway!

Not only does film have the power to make actors/actresses household names, make millions at the box office and influence a generation, it recently has become an important and relevant way to sell clothes. Through the influx of the internet, the fashion landscape has had to keep up with frequency of technology. In doing so, over the last few years we have seen live-streamed fashion shows, online shopping and now fashion film.

Dior's ad campaign film

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Fashion photography will continue to evolve but the time has come for a new generation of trailblazers, rule-makers and breakers. The fashion film movement is recruiting a new army of creatives, responsible for communicating the sartorial world in ways never imagined by the legends of times past. Fashion photographers all over the world are being asked to pick up a video camera and bring movement to their creations.

Films allow a designer to collaborate with someone on something that will complement their collection and give it another layer. You can show an audience moving footage of clothing in an interesting way other than on a catwalk, and via the internet where it will be seen by a lot of people on an international level.

With a still image you cannot see the life in a garment, the way it moves, but with a runway presentation, there’s always room for disaster. Film is as controlled as a photograph, but you can still see the motion that naturally exists in clothes.

The Internet and the fashion film are entwining to create cheaper means of reaching access-hungry audiences on a larger scale. With networking company Cisco predicting video-watchers to surpass 57% of all online usage by 2014, its clear the way forward for designers is to use film and the web to make a connection with consumers.