Like the music business before it, fashion is going through an industry-wide tidal shift. From battling the “see now buy now” trend to finding relevancy within a younger demographic, the industry has been undergoing dramatic change. In the midst of this upheaval, fashion brands from across the spectrum are questioning why they should follow established paths.
It used to be a simple formula that fashion houses always held runway shows during fashion week, with waif-like models trotting out the seasons’ latest styles to a room of exclusive insiders. But as Instagram and mobile phones have democratized the runway, it became more difficult for brands to have a voice when everyone has something to say about the collection. No longer does the general public have to wait for editors to provide their opinions on the clothes in monthly glossies - now anyone can check into Instagram to catch nearly-live feeds of the look of the season. Also, these days, anyone can make a piece of content or comment on the collection, which means anyone can be a fashion editor.
The key is creating a meaningful connection between brands and their customer base. Creating video content, especially in the form of creative short films, is a great way to tell your brands’ story without cloying advertising.
Ermenegildo Zegna created a short film, directed by Francesco Carrozzini, with Robert De Niro and McCaul Lombardi talking about “defining moments” in their career and lives, of course while donning ever-so-dapper Zegna clothes. Prada shot a funny short called A Therapy (2012), directed by Roman Polanski and starring Helena Bonham Carter and Ben Kingsley. Prada clothes were like secondary characters in the film, taking a turn in the storyline just as much as the actors themselves.
For us mere mortals, however, you don’t always need A-list talent or big budgets to make an impact. Sometimes all it takes is a little creative subversion and a killer music cue to make some noise. French luxury house, Kenzo did just that for their new perfume, which seeks to connect to a younger audience. While other fashion houses are rolling out glossy images of the same faces, this is how you breathe new life into an established luxury brand:
These short films all feel like small coups of cool, innovative brand building. Because they are so far removed from regular fashion commentary, they come across more like an inside joke between the brand and its fans. Meaningful connections are really about “authenticity” and “relatability” – two words of great importance in communicating your brand today.
The team at Rosta+Tann understand the tenets of creating great content to forge meaningful connections. Let us help you elevate your brand’s message.