Top 10 Fashion Films of the Season ranked by
(above is a spoof of the LANVIN ad campaign)
NEW YORK, United States — At BoF, we’ve been ranking the top fashion films of the season since 2009, when the genre was still just coming into existence. But even back then, set against the staggering rise of online video consumption and the growing importance of engaging young digital consumers, the medium’s tremendous potential was clear.
Fast-forward to the Autumn of 2011 and YouTube-friendly short videos are practically de rigueur for fashion brands, large and small. But interestingly, it’s not digital “Geniuses” like Burberry who have been creating the most compelling fashion films. Despite being labeled “Challenged” by a Digital IQ report recently released by LuxuryLab, we think the Prada Group is making some of the best digital films in the industry, working with top fashion image-maker Steven Meisel.
But this season, it was Lanvin’s viral sensation (also shot by Meisel), featuring Karen Elson and Raquel Zimmermann dancing awkwardly to “I Know You Want Me (Calle Ocho)” by Pitbull, that proved to be the game-changer that propelled fashion film decisively into the mainstream. The film struck a chord with a broad internet audience, earning over 100,000 YouTube views in the first three days online, providing the spark for a real-life dance competition at a buzzed about and well-attended Fashion’s Night Out event at the brand’s Madison Avenue boutique, and even spawningspoofs, the surest sign of of viral success.
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