Curated Films

Fashion & Fantasy | Part 20

A monthly curated video selection by Niccolò Montanari: this month focuses on a broader look at how far fashion films have come in the past few years, particularly from the creative point of view. These top ten films were all made within the past fifteen months and show how brands are gradually catching on.

When I first got involved with fashion film in 2012, there were fewer individuals who were familiar with the term or genre, but those involved had an incredibly clear idea of what a fashion film truly was. In general terms, we were looking at short films with a focus on clothing. Back then, a linear storyline wasn’t very important and most of the time it was nonexistent.

Fast-forward to 2018 and the term has come to include a wider range of films, some of which don’t even feature any clothing. What seems to have happened is that the term fashion film has gone beyond its restrictive origin and has given a definition to all the content that doesn’t fit into other categories. This makes it a very interesting arena to be involved in—especially from a creative point of view, but also from a financial one, as brands are gradually catching on. The ten films below aim to give you an idea of the range of fashion films existing today, all made within the past fifteen months.

Be Ready - Directed by The Blink Fish for Camera Nazionale della Moda Italiana

Shot to celebrate Milan Fashion Week SS/19, Be Ready is a humorous and light-hearted interpretation of the excitement taking place during fashion week and the preparation involved.

Hermès Material / Form / Function - Directed by Parachutes

Material / Form / Function is a clever short introducing the viewer to the Hermès Home world.

Sound and Vision - Directed by Canada

Shot for the David Bowie Is exhibition shown at the Barcelona Design Museum, Sound and Vision is a dreamy and enigmatic homage to the late pop icon.

Sgualdrina Ft. Pamela Anderson - Directed by Nadia Lee Cohen

Featuring Pamela Anderson as the front of the Spring campaign of contemporary label GCDS, Sgualdrina champions the brand's 90s aesthetic while celebrating diversity in its own way.

Gucci x GQ The Performers ACT III Charlie Heaton - Directed by Albert Moya

The third installment of the series produced in collaboration with Gucci features actor Charlie Heaton in a personal journey through New York City.

Gidi gidi bụ ugwu eze (Unity is strength) - Directed by Akinola Davies Jr and Ruth Ossai for Kenzo

A celebration of youth culture in Nigeria, Gidi gidi bụ ugwu eze captures the beauty of local culture and traditions in the lgbo town of Nsukka.

Define Beauty: Nipples Nowness - Directed by Matt Lambert

Shot for NOWNESS’ Define Beauty series, director Matt Lambert looks at the absurdity of online censorship in contemporary culture.

Todschick Tush Extreme Issue - Directed by Jan Brockmann

Part of Tush’s Extreme issue, this video reflects aesthetics and visuals breaking conventional beauty standards.

Supple Structure - Directed by Julie Lundorff Laursen

Taking home Best Student Film at Berlin Fashion Film Festival 2018, Supple Structure is a delicate and fairytale-like story with a clear and graceful aesthetic.