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’
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
Alexander Wang Creative Director | Alexander Wang Photographer | Mark Luckasavage Videographer | Dave Meyers Model | Pure Rueangaram Stylist | Alex Wang Hair | Charlie Le Mindu Makeup | Maki Ryoke Manicurist | Cheyanna Pittard Set Designer | William McMillan Location | Santa Clarita, California
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
Dior Creative Director | Maria Grazia Chiuri Agency | Baron & Baron Director | Fabien Baron Photographer | Brigitte Niedermair Models | Maryel Uchida, Naomi Ekindi, Sculy Mejia, & Steinberg Choreographer | Matilda Fleberg Performers | Angela Arcueno, Ahtayaw Ea, Soleila Chaou, Nicolas Huchard, Shirwann Jeammes, Laureen Parruitte and Julia Spiesser Stylist | Elin Svahn Hair | Olivier Schawalder Makeup | Peter Philips Music | ‘Around The World’ by Daft Punk Thomas Bangalter, Guy Manuel De Homem-Christo
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
Gucci ‘Love Parade’
Gucci Creative Director | Alessandro Michele Creative Director | Christopher Simmonds Photographers/Directors | Mert Alas & Marcus Piggott Talent | Miley Cyrus, Snoop Dogg, Beanie Feldstein, Jared Leto, Jungjae Lee, Alton Mason, Aubrey Hill, Carson Williams, Cici Tamez, Elibeidy Dani, Ellia Sophia, Josephine Chumley, Kaitlyn Cunningham, Karime Bribiesca, Keria Thomas, Kuya Okai, Lex Peckham, Lily McMenamy, Liu Wen, Luke Clod, Luke Sadler, Madison Stubbington, Metta Irebe, Sam Hough, Sammy Pandolfi, Souleymane Sacko, Tess McMillan, & Yoonmi Sun Hair | Paul Hanlon Makeup | Thomas De Kluyver
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
Polo Ralph Lauren ‘Salem & Morehouse’
Ralph Lauren Creative Director | Ralph Lauren Photographer | Nadine Ijewere Models | Aaliyah Hydes and Franciele Santos with current students, faculty, and alumni of Morehouse and Spelman Colleges
Tory Burch Creative Director | Tory Burch Models | Fran Summers, He Cong, and Umbad Abdi
Zara Studio Men’s
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
WHERE FASHION GETS CREATIVE
Press ESC to close
Stay up to date on news, analysis, real-time runway coverage, campaigns, trends, store design and more. Join our newsletter today.
Newsletter sent Mon - Fri 1:30 AM EST
This article is available exclusively to The Impression+ members
The Impression+ provides premium insights and creative intelligence for industry leaders and their teams to stay ahead of the trends transforming the fashion industry.