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
