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Despite the means of distribution, the overall volume of fashion films in 2016 remained fairly flat due to brands finding other flavors to technically taste. Consumer expectation and industry competitiveness have risen the bar, which translates to increased production cost to breakthrough. That rising cost in 2016 left many less impulsive about the medium and a few smart ones recognizing it also takes media muscle to promote fashion films.

Along the way many houses found themselves turning to directors who understood the medium of narrative rather than rely on fashion’s ‘still’ image makers to champion motion. That being said photographer Steven Klein and Creative Director Pascal Dangin, who together have created a slew of iconic ‘still’ images, combined to bring to life one of this years best with Wolves. The piece was one part Kanye music video, one part social commentary, and all brand film with Kanye West and Kim Kardashian  sporting their Met Gala outfits surrounded by the pack of Jourdan Dunn, Kylie Jenner, Cindy Crawford, Maria Borges, and Balmain creative director Olivier Rousteing all making cameos. The piece broke through the clutter, crossed over the divide as both promotional piece and music video and was cinematically stunning.

Director Danny Sangra made The Impression’s Best Fashion Films of 2015 with his piece highlighting Balenciaga and online retailer MyTheresa. The writer director is back again for 2016 with another Balenciaga/MyTheresa collaborative piece with his knack for both embracing and poking fun at the fashion flock. The work shows how creative thinking combined with humor, narrative, and cost affective production can rise to the top all the while allowing clothes to be part of the story.

In 2001, director Spike Jones had a story to tell in his Fat Boy Slim music video, “Weapon of Choice,” which went on to win the 2001 MTV Video Awards. In 2016 the director revisited his work for Kenzo with stunning results featuring Margaret Qualley, daughter of model/actress Andie McDowell. Qualley was trained as a dancer before turning to acting in 2013 in James Franco’s Palo Alto. With many of the dance moves improvised the piece speaks to hidden emotions, empowerment, fantasy, imagination, and energy on behalf of Kenzo’s fragrance. Over the course of the past year Renzo has collaborated with a number of avant garde directors, resulting in films that have down aged the brand, and brought young holiday into it’s flock. It is a first movers strategy worth taking note and we have with a tip of our hat to The Impression’s Top Fashion Films of 2016.


Written & Directed by | Danny Sangra
Photographer | Danny Sangra
Models | Adele Dietrich, Camille Gorin, Valerie Kopylova
Tour Guide | Corneliu Dragomirescu
Production C/O | Control Films
Producer | Jacques Etienne Stein
Director of Production | Jeremy Martin
Director of Photography | Fabien Faure
Stylist | Carlone Jadoll
Colourist | Jack McGinity at Time Based Arts
Sound Engineer | Patrick Rowland at Final Cut London



Agency | KiDS
Creative Director | Pascal Dangin
Photographer | Steven Klein
Videographer | Alex Lockett

Models | Kim Kardashian West, Kanye West, Alessandra Ambrosio, Dilone, Joan Smalls, Josephine Skriver, Jourdan Dunn, Riley Montana, Sasha Luss & Ysaunny Brito
Stylist | Jane How
Hair | Julien d’Ys
Makeup | Yadim
Set Design | Andrea Stanley
Casting Director | Jess Hallett

Kenzo World Fragrance


Writter & Director | Spike Jonze
Model | Margaret Qualley
Producers | Natalie Farrey & Vincent Landay
Executive Producers | Humberto Leon & Carol Lim
Co-Producer | Amanda Adelson
Director of Photography | Hoyte van Hoytema
Production Designer | KK Barrett
Editor | Eric Zumbrunnen
Choreographer | Ryan Heffington
Costume Designer | Heidi Bivens
Song | Mutant Brain (feat. Assassin) by Sam Spiegel & Ape Drums