Fashion media have long ranked each season’s best advertising campaigns, but fashion films are still a rather new phenomenon that have only recently managed to reach a larger audience.
Respected fashion site the Business of Fashion started listing the season’s best fashion videos two years ago and since then recorded a “staggering rise of online video consumption and the growing importance of engaging young digital consumers.”
Here are its top ten for fall/winter 2011 with comments from the editors.
1. Lanvin Fall/Winter 2011 Ad Campaign
“It was Lanvin’s viral sensation [shot by Steven Meisel], featuring Karen Elson and Raquel Zimmermann dancing awkwardly to “I Know You Want Me (Calle Ocho)” by Pitbull, that proved to be the game-changer that propelled fashion film decisively into the mainstream.”
http://youtu.be/cwwcnUBY9Zg
2. Prada Fall/Winter 2011 Ad Campaign
“Prada’s fall womenswear video, shot by Steven Meisel and featuring Antonia Wesseloh, Ondria Hardin, Kelly Mittendorf, Julia Zimmer and Frida Gustavsson, perfectly captures and communicates the delicate co-mingling of sensuality and innocence at the heart of Mrs. Prada’s collection.”
3. Mourir Aupres De Toi by Spike Jonze & Olympia Le-Tan
“Set after-hours on the shelves of famous [Paris] Left Bank bookstore Shakespeare & Company, Spike Jonze’s quirky stop-motion animation “Mourir Aupres De Toi” brings to life the embroidered ‘covers’ of Olympia Le-Tan’s book-clutch bags to tell the touching story of a clumsy skeleton and his lover.”
http://vimeo.com/30704658
4. “Dynamic Blooms” by Nick Knight & Alister Mackie
“Recently released by experimental filmmakers Tell No One in collaboration with SHOWstudio, this succinct, visually stunning film brings to life Nick Knight and Alister Mackie’s breathtaking editorial for last season’s AnOther Magazine.”
5. Prabal Gurung Resort 2012 – “New Thing” feat. Rye Rye
“For the launch of his first ever foray into resort, inspired by Japanese artist Yayoi Kusama and the portraits of George Condo, rising designer Prabal Gurung teamed up with booty-shaking Baltimore artist Rye Rye to create a viral music video as bold and energetic as the collection.”
6. AnOther Magazine Issue 21 featuring Rachel Weisz
“Shot by Craig McDean with creative direction by David James and styling by Olivier Rizzo, this off-kilter film features Rachel Weisz, cover star of this season’s AnOther Magazine, in a series of non-narrative micro-performances, inspired by German modern dance legend Pina Bausch.”
7. Love F/W 2011 What Lies Beneath by Mert Alas & Marcus Piggott
“Complete with white swans, bondage gear and submerged cars, this sexually-charged and transfixing film unfolds like a classical myth.”
8. Gareth Pugh S/S 2012 by Ruth Hogben
“Integrated into the runway event, the film both set the tone at the beginning of the show and provided a digital backdrop to the models on the catwalk, turning the presentation of Pugh’s collection into a multimedia viewing experience for the assembled press, buyers and industry insiders.”
http://youtu.be/bRmhintLBUg
9. Twin Parallel by Justin Anderson
“Directed by Justin Anderson for London-based designer Jayne Pierson and inspired by the twin paradox in physics, this beautiful film won this season’s ‘Best Styling’ prize at Diane Pernet’s A Shaded View on Fashion Film festival.”
http://vimeo.com/28003257
10. Kenzonique by Kenzo
“This snappy and upbeat trailer for the relaunch of Kenzo, directed by Jo Ratcliffe with music by Rob Coudert, perfectly teased the energy of the brand’s first presentation under new creative directors Humberto Leon and Carol Lim of Opening Ceremony.”
http://vimeo.com/29827328 – Yahoonews
