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.
Blumarine Creative Director | Nicola Brognano Photographer | Petra Collins Models | Sasha Pivovarova Stylist | Lotta Volkova Hair | Holli Smith Makeup | Kali Kennedy Manicurist | Nails by Mei Casting Director | Maria Giulia Azario Set Designer | Nicholas Des Jardins
Burberry Chief Creative Officer | Riccardo Tisci Photographers | Inez and Vinoodh Film Directors | Inez and Vinoodh Talent | Loli Bahia, Mariacarla Boscono, Lina Zhang, Irina Shayk, Moses Sumney, Richard Riakporhe and Khalil Ghani Stylist | Lotta Volkova Hair | Holli Smith Makeup | Sam Visser Manicurist | Naomi Yasuda Music | ‘a new family’ by Felicita
Burberry Night Creatures
Creative Idea and Film Direction | Megaforce Creative Production | Riff Raff Films Photographer | George Eyers Models | David Van-Ess, Eline Veltman, Jin Rong, & Miles Gardner Stylist | Lotta Volkova Hair | Gary Gill Makeup | Vass Theotokis Coreography | (LA)HORDE
Gucci Creative Director | Alessandro Michele Art Director | Christopher Simmonds Photographer | Glen Luchford Videographer | Glen Luchford Talent | Ryan Gosling Hair | Paul Hanlon Makeup | Thomas De Kluyver Music Credits | “Magic Man” by Heart
Isabel Marant Creative Director | Isabel Marant Agency | Julien Gallico Studio Creative Director | Julien Gallico Videographers | Suzie and Leo Photographer | Robin Galiegue Models | Selena Forrest, Greta Hofer and Xu Meen Choreography | Ryan Chappell Stylist | Jane How Hair | Ramona Eschbach Makeup | Aaron de Mey Casting | Piergiorgio Del Moro
Loewe x GR8
Loewe Creative Director | Jonathan Anderson Director | Shotaro Nishioka Photographer | Ryu Ika Talent | Takeshi Kitano, Nijiro Murakami, Tokio Emoto, Kouda Mori, and Yoshiyuki Takahashi Location | Tokyo, Japan
Gucci Creative Director | Alessandro Michele Palace Creative Directors | Lev Tanju and Gareth Skewis Photographer & Director | Max Siedentopf Models | Isadora Ribeiro, Mae Lapres, Yetunde Odimayo Stylist | Luca Galasso Hair | Ramona Eschbach Makeup | Anatole Rainey Music | “Out of Space” by The Prodigy
Peter Do Creative Director | Peter Do Art Director | An Nguyen Film Director | Philipp Paulus Photographer | Philipp Paulus Models | Maggie Maurer, Baby Nora-Jane and Vaiora Stroganoff
Tory Burch Creative Director | Tory Burch Photographer | Jamie Hawkesworth Models | Amanda Murphy, Lina Zhang, Adut Akech,Nora Attal, Blésnya Minher, and Malika El Maslouhi Stylist | Brian Molloy Hair | Jimmy Paul Makeup | Dick Page Location | New York City
Valentino PP Pink
Creative Director | Pierpaolo Piccioli DoP | Marcell Rév Image Architect | Law Roach Hair | Antoinette Hill Makeup | Sheika Daley Production Designer | Michael Grasley
WHERE FASHION GETS CREATIVE
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