Fashion films largely began as behind-the-scenes of shoots as brands were unconfident of what the medium could do for a brand as well as where it would be shown. Fast forward just a few years and brands have jumped full onboard leveraging the medium as landing pages for their websites and concepting around film first.
Film shoots aside, several of the season standout films went full-on digital embracing virtual artistry to bridge reality and fantasy. Marine Serre enlisted firm Actual Objects to reinterpret the futuristic tribal societies she showcased in her Spring 2020 show while Balenciaga put the ‘fake’ in news with their surreal, and perhaps prophetic, broadcast news piece.
Agent Provocateur rolled the dice to live up to their brand name with a controversial piece that prompted dialogue about what it means to be a feminist today, marrying powerful athletes with provocative imagery.
Gucci continues to invest heavily in building some of the most narrative and comprehensive films in fashion. This season saw not one, but seven films from the label with the cornerstone piece surrounding a trip to LA with show horses. Their pieces don’t take themselves too seriously and allude to novel fantasies. A whole psych class could be made of analyzing how they reflect the dreams of society.
Fabien Baron continues to set the bar for luxury design houses doing it all with mainstay brands. His recent men’s piece for Zara is worth analysis and should be benchmark for many a house to rise to.
As we come out of lockdown the digital addiction to brands as publishers, producers, and prophets of social aspirations is certainly now solidified and we look forward to how houses project our fantasies in film for the future. Here are The Impression’s Top 10 Fashion Ad Campaign Films of Spring 2020 as selected by Chief Impressionist Kenneth Richard and the team at The Impression.
Agent Provocateur – Play to Win
Agent Provocateur Creative Director | Sarah Shotton Agency | Look Studios NY Director/Photographer | Charlotte Wales Director of Photography | Mathieu Plainfossé Talents | Queen Harrison-Claye, Alysha Newman, Georgia-Mae Fenton, & Sasha Digiulian Stylist | Charlotte Collet Hair | Kiyoko Odo Makeup | Jen Myles Manicurist | Adam Slee Casting Director | Rosie Vogel Production Designer | Laura Sabat Editor | William Town at Modern Post Production | Iconoclast TV Colour Grade | Cheat
Balenciaga Creative Director | Demna Gvasalia Video | Will Benedict Director of Photography | Nicolai Niermann Models | Eliza Douglas, Ivo Raspudic, Jannel Samantha Duncan, Jarno Parkkima, Marius Courcoul, Neda Brady, Qin Lei, Thalita Farias, Zhuo Chen Hair | Holli Smith Makeup | Inge Grognard Set Designer | Samirha Salmi Grading/Vfx/2D/3D | Trim Editing Music | Wolf Eyes
Agency | Baron & Baron Creative Director | Fabien Baron Director | Fabien Baron Photographer | Craig McDean Accessories | Shot by Thomas Lohr Stylist | Ludivine Poiblanc Hair | Paul Hanlon Makeup | Diane Kendal Models | Henry Kitcher, Kristina Grikaite, Oumar Diouf, Tim Schuhmacher
Burberry – Evolution
Burberry Chief Creative Officer | Riccardo Tisci Photographers/Directors | Inez & Vinoodh Models | Bella Hadid, Gigi Hadid, Kendall, Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey, Mona Tougaard Stylist | Carlos Nazario Hair | Duffy Makeup | Lisa Butler Set Designer | Jill Nicholls Editor | Danny Doran Post Production | Thomas Gifford/StereoHorse Senior Colorist | Tim Masick
Brand Creative Director | Marine Serre Film Director | Rick Farin & Claire Cochran Creative Studio | Actual Objects Visual Artists | Jeremy Kamal, Hannah Gaengler
Miu Miu – Nightwalk
Director | Malgorzata Szumowska Writer | Malgorzata Szumowska Director of Photography | Michal Englert Actors | Raffey Cassidy, Maja Ostaszewska, Magdalena Walach Music | Hania Rani Hair | Kacper Raczkowski Makeup | Ola Dutkiewicz Mua
Saint Laurent Creative Director/Art Director | Anthony Vaccarello Director | Nathalie Canguilhem Talents | Vassili Schneider, Ethan Haddad, Liu Xiaoyi, Thomas Greaux, Zsofia Varju & Marie Moulin Music | Smalltown Boy by Bronski Beat
Agency | Baron & Baron Chief Creative Director | Fabien Baron Creative Director | Christophe Derigon Film Director | Fabien Baron Director of Photography | Philippe Le Sourd Executive Producer | Mina Viehl Production | Seeker Productions / 138 Productions Photographer | Craig McDean Models | Rockwell Harwood, Benno Bulang, Oumar Abdu Rahman Diouf, Leon Dame, Elias de Poot, Romaine Dixon, Jonas Glöer, Junyounghwang, Henry Kitcher, & Erik Van Gils Stylist | Karl Templer Hair | Eugene Souleiman Makeup | Susie Sobel Casting Director | Ashley Brokaw Set Designer | Mary Howard EP of Post | Jacques del Conte Editor | Will Town Music | Future Perfect Sound Design | Raphael Ajuelos