A Fashion Film is a series of moving images put together to tell a story, to motivate, to inspire, to sell or to inform a specific audience about a product, a place, a narrative or a brand. Now you see a lot of examples on adverts, company’s website, in stores, music videos, art practices or on social media. It is a way of showing their audience more than a still image, it shoes the movement of the product, the texture of an environment or the creativeness of the company. 

The goal is all the same, inspire people to buy the product that is seen in the video. This looks much different than simply creating a commercial. In fact, most fashion films don’t mention the products at all. Instead, outstanding fashion films often highlight the products in a delicate way. A music-driven fashion film will highlight the clothing by cutting incredible cinematography together with a good music track that evokes the right tone for the clothing being presented. the biggest challenge when creating an experimental film is to create an engaging film that doesn’t isolate the audience. You don’t want someone to be so weirded out by the unconventional storytelling that they don’t look at the clothing! When done correctly, an experimental fashion film can be quite effective. The effects that can be used are for instance, zooming in and out the frames, showing light trails, fading, fast forwarding or putting it in slow motion and inserting text onto it to show a bigger narrative if the video is not enough. 

Films originally started to be screened in cinemas. People would purchase tickets and view movies on the big screen. Fashion films are too short to be presented in cinemas. Directors would still focus on fashion in a way that could not be visible. Each actor has a specific character which matches a different clothing style. For example a higher class gentlemen would wear a high top hat and a suit whereas a Pop Star singer would wear flashy and sparkling clothes to be seen out of the crowd which therefore means that fashion was always related with films. 

Slow Motion – can use to add a tense atmosphere to the video and make it look extraordinary.

Tracking – busy scenes will attract more detail to the subject.

Close ups – Shows more texture and detail in the shot.

Fast forwarding/ Time lapse – It shows very rapid movements in fast fraes per seconds. Speeding the pace of a video makes it sometimes more interesting because there more things going on at once.

Sound – Without noise the video can be empty and have no energy in it.

Lighting – Different tones of lighting are used to create suspense, set the scenary, show spotlight onto the models and so on.