FashionclipsAnalysis

Analysis of elements commonly used in fashion film why? - do they work? - Or lead to predictability of a genre?

Real narrative - cinematic acting vs. impression/image film

Should it be about the narrative?

Narrative driven fashion film

Lady Blue Shanghai - DIOR

Unspoken narrative - image driven progression

Would the campaign video be stronger if there was more of a story narrative behind it ? If we would see the cops as in the original Christiane F.?

This video clearly shows what fashion film is deemed to be about; presenting a glossy image - a fantasy- with no beginning and no end - a moment in time that the viewer wants to be a part of..

The SURPRISE MOMENT - selling the fantasy ?

This is the pinnacle of a purely atmospheric video - and of consumerist throw-away culture - this video gives me NOTHING except for a slew of pretty pictures to absorb.
This might just be the answer to "Does fashion film need narrative?"
NO to qualify as a fashion film
But for me: "YES!"

Camera and image quality is EVERYTHING!!!!!

Empty - shiny - nothingness

Fashion film identifiers

Action for Atmosphere

It's about setting up an idea and giving visual snip-bits and room for the viewer to fill out the blanks and put himself into the scene - into the action - into that world. It's not about watching a narrative unfold but being invited into that space - to be part of a feeling.

No dialog
No consecutive plot action
No cinematic build up
No story

Exaggerated / almost comical sound effects
Extreme close up shots of the characters
'weird ' actions - like smelling and feeling the curtains, smoking with a hook hand or making frikadellen fly.

This last shot is very 'JC Penny' catalogue - everyone looking straight into the camera - acknowledging the viewer - unusual in film and somehow underlines this ' we just showed you our world now join us' intention

This might be the framework fashion films ( in general ) follow / why they are the way they are !!!

I like the films that use the framework of 'Action for Atmosphere' and focus on the feeling but take me into a plot- because a story gives me more substance and stays with me longer than a fleeting feeling.

This also has something to do with how memory works; we can remember best in strings of events.

+

Once the brand is very established the feeling is (ideally) clear, it becomes entirely repetitive without new narratives.

David Lynch - Fashion film

Why does this film 'still' (although their is dialogue and clear action) identify as a fashion film?

_ Because of the heightened stylisation / glamorisation of the shots
_ Make-up and garments are central to the scene - not a supporting role but somehow driving the action

Another defining characteristics: the garments/ looks + make-up don't simply support the actions - they take a central role of the action ( occasionally dictating the set , or giving cues for set design )

Femke Huurdeman's graduation film is a strong example of that; narrative lead by garments.
// It is ABOUT the clothing.

The balls of the outfits and dots on the socks become a catalyst for a story about a body who spreads joy through these colourful balls.

The idea is fairly simple and the actions are limited. Creating a stronger focus on:

Outfits
& corresponding
highly stylised set design.

Almost nothing happens in this scene yet it is super strong and very memorable because it is so stylistically perfect.

Classic Fashion film is also about perfection. That doesn't mean everything needs to be perfect but everything needs to feel intentional.

Over emphasised sound - emphasises the action and supports the idea that this isn't reality > it's better!

Objects are here used to link settings/locations - the object of action ( the fikandel) and the outfits it was inspired by.

Perfect hair and make-up also gives it that polished edge - the hyper gloss that distinguishes the fashion film.

This film is interesting because it is a short film / meaning long. It combines the (comparatively) complex storytelling of a cinematic plot, action, even spoken word + under titles (at the most important moment) divided into chapters with very product focused shots that feel somehow out of place. These product shots are woven into the storytelling and in theory I think this is a great approach. In practice is feels a bit awkward though.

The moments it works:
_ The ring exchange- showcases the rings in close-up but is also integral part of wedding ceremony.
_holding hands with rings
_ walking over the street in slow motion showing the shoes, this too is woven into the action; feels a bit to long however compared to length given to other shots in which more important things happen
_ the bag and the red snake ; this is a pivotal moment for the story combined perfectly with a product shot ; here the long time makes sense because the viewer has to understand what just happened > thus doesn't feel artificially stretched
_ when they walk into the light

Moments it doesn't work:
_ slow-mo close up of the backpack ; doesn't do anything for story
_ product close ups of wedding guest ; these shots include nothing else

Conclusion:
Very many of these product shots actually work and are an integral part of the fashion film DNA but ONLY AS LONG AS THEY SUPPORT THE STORY - in image campaigns where it's all about the mood ( that exist more on these beautiful shots) this might not come across so clearly but in this example it really shows and in the moments it doesn't serve a purpose it takes us out of the story and reminds us "Hey they're trying to sell me something" - which is a shame because it's no longer serving the fantasy.

Without a story it's just a glossy image and then it needs to be really strong to offer anything at all.

It's beautiful.
Some interesting camera angles.

But altogether it's so fast and so fleeting that it's kind of interchangeable, like a piece of throw away culture.Which is a shame because the detail and research and precision that went into the art direction is not used fully.

An extreme close-up that shows tactility and is also part of the action!

Beautiful location but everything too fleeting. It's gone in a rush- but maybe that was also the intention?

By exact contrast - this clips is just as long.

Several cuts show THE SAME ACTION - roughly 28 shots.

But they alternate between the same actions:

1) Playing music
2) Driving Car
3) Looking at map in backseat
4) Looking out window in backseat
5) Scenery out the window ( faster cuts)
6) Payphone
7) arriving on grassfield
8) On grassfield

These are quite a few actions for 1 minute but the cuts show us the same action from different perspectives and stay in that action sequence for a long enough duration to give us the feeling ' we've seen it'

This video actually has much less cuts (23) and also much less action, also much less complex:

1) sitting at mirror getting ready
2) turning on music
3) dancing in an atmospheric haze
4) girl in pearl bath (??)
5) leaving for the party

& still it feels like we missed out; maybe because
_ in a blink of an eye the mirror room is shown
_ we don't see the bath scene close up
_ we don't see who the Elvis jacket girl is

This video is the perfect mix; it leaves me wanting more while having seen just enough.

Here the (1) set (2) casting (3) setting a scene for the garments that look really authentic and original to the historic time (4) Music selection (5) VHS postproduction effect and colour grading all combine to give a taste of history in an on-brand way.

Through all art-direction choices it is clear that a lot of research was done - everything very authentic, yet very Gucci ;this is unique to combine a moment of history with a brand image in such a seamless way.

Also the videos found on 'Kapturing's page are stylistically beautiful, amazing image quality ( appartenly not )- but zero narrative - nice sound!

Memorable sound design

Choreographed movement in one space

Creating very strong feeling through use of light + angles

Sounddesign

Location + styling > a lot of really great shots of the garments in varying locations that all fit together.

Here it doesn't matter that there is no consecutive narrative because the sound design somehow guides the story so that it feels somehow cohesive and linear without telling a story.