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What is a fashion movie?

If spaces in movies to advertise a product are obtained with product placement, a fashion movie is a short film with the subject of a brand or collection

Fashion Movies, Guy Overboard, Fashion Blogger

Yesterday it took place the open day of Academy of Costume and Fashion of Rome. Being fan about fashion, but totally inexperienced, I decided to follow a conference near my world, that of communication. It talks about “fashion movies”, a subject that I didn’t know. I have already heard (and studied) the concept of product placement, i.e. those spaces, in the movies, that advertise, explicity or not, a product. In this case they were short films about a brand or a collection.

Categories are different. There is a more commercial form, which try to sponsor collections of products using a subject and a screenplay. But there are many that don’t show the product, don’t have a linear story, with a script, but just try to evoke a series of references and feelings compared to that mark or that collection. 

Here are some examples:


Dior, Lady Rouge
directed by Jonas Akerlund


Lady Dior The Film
directed by John Cameron Mitchell


Miu Miu, Muta
directed by Lucrecia Martel


Gareth Pugh S/S 2011
directed by Ruth Gorben

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