The Top 10 Films of 2024

Film continues to be a pivotal medium as fashion brands look to showcase their creative visions in an increasingly saturated and fast-paced marketing landscape, effectively blending the enduring storytelling power of the motion picture with the instant accessibility of digital platforms. 2024’s best approaches to video not only highlight the unique power of capturing clothing in motion, but also serve as strategic tools to communicate deeper narratives and brand identities to a global audience.

Several houses used the opportunity of film campaigns to create bite-sized reinterpretations of big-screen cinematic narratives. Chanel, for example, delved into the charm of ’60s French cinema in an understated piece starring Brad Pitt and Penelope Cruz, and Loewe delivered a comedic journey through fashion decades with its spelling bee film. Saint Laurent launched an atmospheric and visually gorgeous six-part miniseries that interpreted Proust’s In Search of Lost Time through Anthony Vaccarello’s fashion perspective.

Other houses played with the film format in new ways, embracing documentarian or deconstructionist approaches. Maison Margiela offered an in-depth documentary that combined John Galliano’s artisanal collection insights with arthouse horror aesthetics, providing a deep dive into creative processes and thematic richness. Balenciaga served up one of the most unique films of the year, featuring a conversation between Juergen Teller and his wife and creative partner Dovile Drizyte that is equal parts irreverent and reflective.

These films demonstrate how luxury brands are innovating within the digital realm, combining traditional filmmaking techniques with modern digital strategies to communicate heritage, luxury, and contemporary relevance. This strategic fusion ensures that fashion films remain a compelling and versatile tool for storytelling, engaging a diverse, globally connected audience.

Balenciaga

“This is a Balenciaga Campaign” Fall 2024

Bottega Veneta

Fall 2024

Chanel

“Iconic Handbag” 2024

Chanel Creative Director | Virginie Viard
Photographer | Inez and Vinoodh
Models | Penelope Cruz, Brad Pitt, and Rianne Van Rompaey
Location | Deauville, France

Jacquemus x Nike

Fall 2024

Jacquemus Creative Director | Simon Porte Jacquemus
Photographer | Nicholas Loir
Film Director | Simon Porte Jacquemus
Movement Director | Pat Boguslawski
Talent | Central Cee, Reign Judge, Eight Lines, Urban Jeunesse Academy, Manu Rios, Sidiki Touré, Serena Williams, Tiakola, Merveille, Prototype, Genezio, Oskoww, Ryflo, JDH, Lila Moss, Nolann Le Garrec, Gaël Fickou, Guillaume Diop, PSG Handball Team, Parris Goebel, Amanda Lear, Rouguy Diallo, Joshua Buatsi, Romane Dicko, Tina Kunakey, Take your shot bbal female, Diandra Tchouatchang, Vincent Luistri, Althea Laurin, Jean Imbert, Beatriz Hatz, Panayotis, Amina Muaddi, Marie Antoinette Katoto, Anais Demoustier, La Grande Dame, Juliette Binoche, Rina Sawayama, Carine Roitfeld, and Ruben Moreira
Hair & Makeup | Ramona Eschbach and Romain Duplessy
Production | Iconoclast
Editing | Lucas Sensi and Nick Rosser
Music | “A Little Less Conversation” (JXL Radio Edit Remix) Interpreted by Elvis Presley (P) 2002 RCA Records, A Division of Sony Music Entertainment

Loewe

“Decades of Confusion” Spring 2024

Maison Margiela

“Nighthawk” Artisinal 2024

Maison Margiela Creative Director | John Galliano
Director | Sasha Kasiuha
Artistic Image Director | Alexis Roche
Cast | Abdrahamane Tambadou, Achol Ayor, Alvar Af Schulten, Anna Iris Dobson, Antoine Brabant, Canlan Wang, Charlotte Hommes, Chuol Khan Dak, Colette Kanza, Daimy Van Betuw, Dara Gueye, Diya Zhang, Dugyeong Kim, Elise Schmidt, Eliza Petersen, Emeline Hoareau, Finlay Robinson, Frederic Bittner, Gwendoline Christie, Hamin Yu, Hannah Motler, Jill Kortleve, Jordan Barrett, Julia Nobis, Jum Kuochnin, Kim Kardashian, Léa Julian, Leo Levy, Leon Dame, Lina Zhang, Lucky Love, Lulu Tenney, Lydia Celesta, Maggie Maurer, Mamuor Majeng, Maya Sieron, Michael Zielinski, Monica Bellucci, Naomi Apajok, Natasha Poonawalla, Nyaduola Gabriel, Nyakier Buong, Olga Sherer, Rachel Renou, Rejoice Chuol, Rezi Simonova, Sanija Dalecka, Sascha Rajasalu, Sherry Shi, Tess Mcmillan, Thomas Riguelle, Tish Weinstock, Valentine Charrasse, Vika Shoom, Yeray Allgayer, Yilan Hua, and Yulia Bezryadina
Stylist | Olivier Rizzo
Hair | Duffy
Makeup | Pat Mcgrath
Sound Direction and Design | Jeremy Healy, Tom Linden, and Cheekypaul
Casting Director | Jess Hallett
Movement Director | Pat Boguslawski
Location | Cinéma Le Balzac

Saint Laurent

“As Time Goes By” Fall 2024

Saint Laurent Creative Director | Anthony Vaccarello
Photographer & Videographer | Nadia Lee Cohen
Film Director | Mitch Ryan
Models | Charlotte Gainsbourg, John Waters, Chloë Sevigny, Addison Rae, Joey King, Travis Bennett, and Cooper Koch