It has become kind of trendy for the fashion industry to work with famous directors and movie makers to present the new collections. Prada and YSL are just the latest high end fashion brands that decided to go this way. It's a strategy I don't fully get as I miss a more integrated communication approach but I presume the "short movie" solution is paying back in terms of PR and possibly does a good job in filling the TV sets within the showrooms with content that goes beyond the usual catwalk.

Prada has worked with Chinese filmaker Yang Fudong to represent the new direction in its visual communication through a black & white journey in Shanghai during the 30s & 40s.

It seems like this person is saying that these short movies may or may not be as effective as a traditional print ad or media ad. High fashion brands seem as if they are going out of their way to recruit foreign movie makers to capture the essence of the new line. I agree with the blogger, I don't completely understand why a few well-known fashion lines are shifting to cinematic advertisements.

Posted by: Kelsey at January 27, 2010 02:14 PM