Top 10 Fashion Films of Fall 2022

The Top 10 Fashion Films of the Fall 2022 Season as chosen by Kenneth Richard

As fashion design is essentially about clothing in motion, and digital technology and platforms like smart phones and social media apps means moving images are more accessible than ever, film in fashion continues to reign supreme. While a runway show might give a more natural and full picture of the clothing itself, film is the most effective platform for communicating the image and idea of a body of design work. Brands are wise to use this medium to its fullest potential, and this season saw no shortage of excellent approaches to it.

An impressive experiment in abstract cinematic storytelling, Peter Do’s campaign film follows the intertwined lives of two people in Paris. With no dialogue, subtitles, or clear linear narrative, the film instead draws out its meaningful yet mysterious emotional rhythm through the language of cinematography and the subtle acting of its two leads, as well as its propulsive and tense electronic soundtrack.

Gucci and Palace celebrated an unexpected collaboration with a kaleidoscopically stylish campaign that swirled together British skate and club culture with Gucci’s hedonistic Italian opulence. The film featured a brilliant and hilarious coda that formed a kind of self-aware meta-layer to the campaign as it introduced us to muppet versions of Gucci’s advertising department, led by a muppet Alessandro Michele himself, who ruminated on his own brilliance. While the campaign would have already been great without this muppet coda, it proved again that Gucci is willing to go the extra mile to create unexpected, engrossing narratives and to reflect on its principles of creativity, luxury, and play.

Burberry reunited with film production company Megaforce for another mind-bending campaign that fuses physical motion and digital creativity to craft a unique narrative of exploration and discovery. The film opens as a trio of Burberry explorers encounter an alien creature. But rather than being a story of terror and alien invasion, their interaction with this being becomes a narrative of connection and discovery. Entangled together, the creature and cast spin and dance, connecting with one another to move as one. A unique presence in the fashion marketing space, the collaborative films from Burberry and Megaforce continue to dazzle with their cutting edge approach to choreography, creativity, and narrative, creating works that are as visually engaging as they are uplifting.

Here are the Top 10 Fashion Films of the Fall 2022 season as selected by our Chief Impressionist, Kenneth Richard.

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