Monday, June 27, 2016

> Adios Lookbooks... Hello Fashion Videos!

If like me you are a lover of all things pretty, even if you don't work in fashion, design or online marketing, you must have noticed the shift in mediums lately.
Of course "Print is NOT dead", in fact the book industry is doing quite well, and even if everyone is on kindle, many still love the touch and feel of paper.. Personally i even love the smell! However since I try to be eco-friendly I try to keep my books and magazines virtual, & I treat myself to an actual hard copy from time to time as a guilty pleasure...

But something is actually dying, hence our title today, and it is the Fashion Catalogue! 
It's a century old industry and even though we are still addicted to consumerism and fast fashion, we consume less and less catalogues. 
Why? Because Fashion Video is the new Music Clip! 
Even lookbooks are now tiny portions of moving images, as if from snapchat, just remember those Mango Cara + Kate Led screens at the beginning of the season...

Even when there is no particular story telling, the shift is here and it is beautiful eye candy! 

But when it actually tells a story, oh my, that's ART for me:



And will you look at that too:

Pure quintessence of all arts: fashion, graphics, composition, music, art direction, film direction...

The trend is also for fun, user friendly videos, where everyone can identify, like for example these videos for the brand I work for, Superga Italian sneakers:

This is the unique Man Repeller...

And here's one from our very own Lebanese bloggers, Elsa O & Bubblegum Fashion Face, for a workshop we organized together:


Fashion videos are even messing with other worlds, like cinema for example, and the great Kingsman X Mr Porter Collection
where the boutique from the film was actually a real pop up on Savile Row (I wrote about it here on Joesbox...)

Or Fashion meets Gastronomy by Mr Porter :


Of course, you have tutorials stars, like our youtuber & Leb Sweetheart Maya from Playing With Fashion,  or fashion event reports or many other styles..

In conclusion, you can do whatever you like, keep it around 1 minute, think of the details ( idea, composition, light, VO...) and the world is yours!

I leave you with an NSFW video by fashion guru Alvaro della Herran, for GQ men's fashion magazine, Spain:

Kinky isn't it? The theme is euuh, used and abused, if you permit me saying so ;-) but it is wonderfully interpreted and shows off suits quite well..

Hope u have good internet to enjoy all these,
love xx
M



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