Full Description
The moving image has become a key marketing tool for luxury fashion, central in enabling brands to shape their visual codes and extend their brand awareness. Fashion Film is the first detailed study of the shifting shape of fashion imagery in the digital age, investigating the role of the moving image in the promotion, communication and spectacle of contemporary fashion. Combining interdisciplinary analysis of cinema and digital culture, this ground-breaking book traces the emergence of fashion film in the 21st century through its historical roots in pre-digital forms of photography, experimental cinema, mass-media advertising and documentary film-making, right up to today's visual spread of contemporary fashion on video blogs, online magazines and live-streamed catwalk shows.
Examining collaborations between fashion designers and pioneering image-makers such as Guy Bourdin, Jean-Paul Goode, William Klein and Nick Knight, the book highlights the critical tension between the fashion film conceived as a creative endeavour and as commercial enterprise. Fashion Film also includes a parallel focus on factual representations of fashion through the recent rise of documentary fashion film that goes behind the scenes to follow the processes and personalities involved in making fashion.
Accessible and well-illustrated, Fashion Film will appeal to students and scholars of fashion, film, media, photography, celebrity, sociology and cultural studies.
Contents
List of Illustrations
Acknowledgments
Introduction: Fashion Film - The Long and Short of It
PART I: PROMOTION: DIGITAL FASHION FILM
Visual Communications
Hyper-Advertising and The Mini-Film Event
Branded Experience, Artistic Exploration and Cultural Critique
Hybrid Content: Fashion Film and Music Video
Editorial Convergence and Spreadable Content
Film and Branded Entertainment
Conceptual Fashion Film
Narrative Fashion Film
Commodity Auteurism
Promotional Genres
PART II: PROCESS: DOCUMENTARY FASHION FILM
Behind The Scenes
The Staging of Labour
In and Out of Fashion with William Klein
Backstage with Loïc Prigent
Reframing Fashion History
Filming Everyday Fashion
The Fashion Photographer on Film
The Fashion Model on Film
PART III: PERSONALITIES: DESIGNER FASHION FILM
Masters of Style
Designer Lives
Curating Chanel
Documenting Dior
All About Yves
The Warhol Legacy
Conclusion: The End of Fashion Film
Bibliography
Index
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