Top 10 Fashion Films of 2022

The Top 10 Fashion Films of 2022 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.

Alexander McQueen pushed beyond its own boundaries with a short film inspired by the likes of Blade Runner and Westworld that used the theme of artificial intelligence to explore themes of identity, body image, and multiplicity of the self.

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 2022 as selected by our Chief Impressionist, Kenneth Richard.

Alexander McQueen ‘The Slash Bag’

Holiday 2022

Alexander McQueen Creative Director | Sarah Burton
Photographer/Director | Glen Luchford
Stylist | Camilla Nickerson
Model | Kaia Gerber
Hair | Holli Smith
Makeup | Yadim
Manicurist | Emi Kudo
Casting Director | Jess Hallett
Movement Director | Julia Crockett
Producer | Partner Films
Cinematographer |Jack Webb
Production Designer | Gideon Ponte
FX Artists | Alchemy Studios
Editor | Felix Young
Music Composer & Producer | Peter Raeburn
Sound Designers | Henning Knoepfel, Nick Bozzone & Graham Norman
Music & Sound Company | Soundtree Music
ADR Supervisor | Lisa J. Levine
Post Supervisor | Gavin Emerson
VFX Supervisor | Jonah Austin
VFX | Jane Studios
Colour | Dante Pasquinelli
Executive Producer| Laura Lotti
Producer | Gabriel Hill
Line Producer | Suzy Kang
Associate Producer | Richard Polio
Assistant Director | Ev Salomon

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Zara Studio Men’s

Spring 2022

Agency | Baron & Baron
Chief Creative Officer & Film Director | Fabien Baron
Creative Director | Christophe Derigon 
Photographer | David Sims
Talent | Kodi Smit-McPhee
Stylist | Karl Templer
Hair | Duffy
Makeup | Satoko Watanabe

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