menu

How Film And Multimedia Are Now Dominating Fashion

How Film And Multimedia Are Now Dominating Fashion
Advertising

Fashion Film is growing as a genre as filmmakers begin to advance the communications of luxury brands.

Plus Aziz
  • 30 september 2012

We came across Ehsan Bhatti is his work with Louis Vuitton’s ‘Spot the Difference‘ video — a collaboration between artist Yayoi Kusama, retail innovators Selfridges, and LVMH. We caught up with the young filmmaker to discuss ‘fashion film’ and the thinking behind Spot the Difference.

Tell us about your background and how you got into this project.

I studied Architecture but felt the need to explore a variety of visual mediums so went on to study Graphic Design. I began experimenting with moving image as well as learning about branding and visual culture. I was shooting art-films and shorts which were being nominated for festivals and competitions whilst juggling DJ-ing and freelancing in advertising agencies; it was exciting times.

I’d always been into fashion and the only video content coming out of fashion brands were poorly executed behind the scenes or Hollywood budget fragrance commercials. Before the term ‘fashion-film’ was even appropriated I discovered a gap in the market. The fashion and luxury industry was struggling to keep up and and make the transition from a static to moving image paradigm. I began working directly with brands on creating films that still look and felt aspirational, but could hold the viewers attention.

I was approached to direct the project by Breed & Craft, a digital agency collaborating with LV. The brief was simply to create content that could create intrigue for the Louis Vuitton / Kusama / Selfridges pop-up store launch.

Describe the relationship between fashion and film.

Fashion-Film is still such a grey area. The industry is still in such a strange sense of limbo, some luxury brands are realizing that exposing their trade secrets, or producing poor production value content is actually of detriment to their meticulous image. The bias of budget between stills and film is finally shifting where the more progressive luxury brands realize they need to avoid videos shot on stills cameras and that if they do produce content it needs to sit in-line with the look, feel and cultural integrity of their own brand. Traditionalists fail to look beyond print media, when in fact their audience has embraced more dynamic, personalized and interactive platforms.

My intention is always to create watchable, unpretentious and warm fashion films that don’t take themselves too seriously. By producing something that engages the audience or has a tangible end objective, I can justify the commercial advantages of film to fashion clients.

What’s the concept behind the two videos you did for Louis Vuitton?

Although the client wanted content that they could seed out to a UK audience, I wanted to ensure films spoke the same language as the Kusama collaboration and that interactivity was inherent to the idea as opposed to an additional afterthought.

The Kusama collection is drenched in endless polka dots in all sorts of quirky colours and sizes, so the concepts stemmed from an idea that ‘no two dots are the same’. I came up with the idea of exploring two dots in particular – as if observing them under a microscope, almost as if they are two uniquely different living cells.

Each film is supposed to be a polka dot, hence the circular tracking movement around the set. Shot in one take each, the uninterrupted flow of loop references the idea of infinity, an inherent theme in Kusama’s work and also the name of the collection. The scene itself takes visual cues from the whimsical poem featured in the Selfridges windows ‘Love Forever’ by Kusama. The narrative is simply about getting dressed up: ‘let’s go an see our boyfriends in high heels’ etc. whilst the interactive element is the hook.

How would you compare creating fashion film to something like making a music video?

Going back to the MTV Boom – the heyday of music videos, the Cunninghams and the Gondry’s had a new platform where they could explore the visual language of film removed from narrative or a dramatic structure. It’s exciting times as once again the same creative opportunities present themselves as Fashion Film takes off.

The ability to see how clothes move, the structure and construction is one thing, however as a medium it’s the most potent way to create an identifiable character, in a setting or scene that evokes an emotional response. Fashion is about creating characters and lifestyles we aspire to. Film or moving image is the medium that brings characters to life.

Who are some other noteworthy figures in fashion film and/or fashion designers?

I think what Christopher Bailey has done for Burberry has revolutionized how fashion houses communicate. Britishness is at the heart of Burberry’s brand; London especially, is synonymous with progressive thinking. Burberry has set a benchmark for integrating technology, innovation and of course moving image into its brand, thus transforming itself into one of the coolest labels on the planet.

What’s a trend that makes you optimistic about the future?

I appreciate how technology is enabling film / better quality film to be viewed beyond the TV or laptop environment. Brands need to know there content will be seen by the right people, their presence on iPads, billboards, mobile phones etc… is becoming even more of a priority. Film is far more expensive and technically demanding to produce than stills, but if done properly the message outake far outweighs other forms of advertising – that sounds like advertising jargon but it’s true I swear.

Thanks Ehsan!

Ehsan Bhatti

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Retail Today

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Today

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience

Trending

Get PSFK's Related Report: Future of Retail 2017

See All
Technology Today

Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

DNA data has the potential to drive brands forward to new levels of unique product personalization

Retail Today

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

Related Expert

Rob Katcher

Mobile Payments

Syndicated Today

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Fashion Today

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

Home Today

Tiny Home Robot Turns Switches On And Off

The miniature device attaches to the side of an appliance or switch to enable remote control through a person's phone

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed november 22, 2016

Digital Strategist: Why “Big Sensing” Is Key To Retail’s Future

Bud Caddell, Founder of NOBL, shares why the most capable and useful asset in any retail environment is the workforce

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

USA december 2, 2016

Twitter-Powered Metronome Measures The Tempo Of Austin

The installation is designed to swing faster as more tweet come in

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Food december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

No search results found.