Let’s start by defining Fashion Films as a cinematographer’s dream – moody, stylized, and often experimental. Unlike commercials, which are forthright in their messaging and typically utilize an “appeal to the masses” approach, fashion films aim for a softer sell and typically target a niche audience. When it comes to Fashion Films, they can be based on the collection theme, tell a story, only show cloth movement, there are endless possibilities and things to explore.
Today, fashion films are not only used by fashion brands, there are many companies in different markets that are learning how to produce this viral content in an attractive way to the consumer. The great thing about movies is that the combination of elements used, the model, the song, and every pick we chose will communicate a singular message and these messages can be translated in different businesses.
For my project, I am working on a campaign for an Interior Design Studio that has a coastal style and I have decided to work on a Fashion Film inspired by the ocean. In order to do so, I had to research on what is already out there and find out which direction I was going to follow. This blog post is a showcase of my references for the project and what I found the most interesting in each.
1- CHANEL Fashion Film 2019 | SS19 Collection
This video is the first and main inspiration for the project. It inspired me to find the frames I wanted to capture and camera angles. Now, by looking at it again, I can clearly see the inspiration in video transitions also. It also helped me visualizing my location, I needed some beaches with rocks and I am lucky enough to live across one.
2- SIREN - Fashion Editorial Video
The motion of the camera in this video is inspiring and how the body movement interacts with nature and camera angles inspired me to shoot the takes with waves crashing and clothing flowing. The sound and frame rotation in this video is also very interesting, however, I didn’t see it being applied to my project and I wanted to show allow transitions inspired by slow early morning waves crashing.
3- CHANEL Fashion Film | Beauty & Fine Jewellery
What I found interesting about this fashion film is how it plays with light and using the mirror to create those effects. I also like how the first take is slow, flowing with the wind, and then the video starts. I have implemented that in my video and also fetched 2 takes concepts from this video: walking in the sand and playing with the model reflecting in the mirror on the sand.
4- VOGUE ITALIA | LAFF19 Fashion Film
This video has the most gorgeous models and costume design I have ever seen during my research for this project. Each character along with chosen costume and body language and movements give all the meaning this video requires. It isn’t clear what is happening, but it is clearly intriguing. I was inspired by the video transactions and frame layouts, how it zooms in and out, this all creates a very unique final product.
5- MOJEH Fashion Film 2020
This is such a short but meaningful video. I love how the model dives into the water and how some scenes are calm and others a bit heavier, the makeup and model facial expressions definitely contributed to creating this effect. The sound mixing for this video is also very curious, I could notice at least 10 different sounds and for a 45s video, this is impressive.
After conducting this research and fetching what I liked the most of each video, it is time to build my story and decide on props, location, model, light, sounds, makeup, camera movement, and action!