Fashion Videos Increasingly Used by Brands as Marketing Tool

It has become increasingly important for major fashion brands and artsy labels alike to produce online videos in addition to (or in lieu of) print campaigns.

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Proenza Schouler
In the last five years, Americans' use of internet video sites like YouTube and Vimeo has shot up from 33 to 71 percent, according to sources like Mashable. Unsurprisingly, major brands and even smaller indie labels have taken to the Web, producing edgy, artsy, or outright humorous videos to accompany their collections, including this quirky Harmony Korine film for Proenza Schouler's fall '11 collection.
Not only does a video format allow brands to align themselves with buzz-worthy directors, animators or musicians, but it helps to establish a moving, speaking brand identity. For example, Mulberry's enchanting animated short by Serge Teulon offers a sense of cheekiness and whimsy that would be near impossible to communicate in a still campaign.
Miu Miu
Video also gives brands a chance to experiment with elaborate, cinematic plot lines. Miu Miu's ladylike fall collection, for example, could easily be understood as a love letter to glamorous, 1940's starlets. But set aboard director Lucrecia Martel's eerie, post-apocalyptic yacht, the collection takes on a new complexity.
Though it was by no means as scary as Miu Miu's "MUTA," Todd Cole's moody flick for Rodarte, "The Curve of Forgotten Things," depicted Elle Fanning in the label's Spring '11 collection pirouetting around an empty house while waiting for (spoiler alert) a giant fireball to materialize in the garage.
Vanessa Bruno
Vanessa Bruno was an early adapter to web video, and frequently features the uber-hip Lou Doillon in her spooky, surreal flicks. This 2010 film for her spring/summer collection features Doillon playing with a scarf that seems to have a life of its own.
On the flip-side, there's nothing like an unapologetic dance video to really get customers in the swing of the season. Prada's playful Spring '11 video, featuring Arizona Muse dancing to Ratatat's "Mirando," was the perfect accompaniment to the tropical fruit prints and explosive, island color palette.
Likewise, it's hard not to crack a smile at the statuesque Karen Elson and pouty-lipped Raquel Zimmerman getting down and dirty to Pitbull in Lanvin's unforgettable (and widely imitated) Fall '11 campaign video.
Phillip Lim
2011 marked Phillip Lim's entree to the viral video scene, first with the playful (and gorgeously styled) "Girls on Bikes" by director Andrew Paynter, and then a dancing "Christmas Card" by NONSTOP.
Marc Jacobs
Marc Jacobs has often used video to further the brand's playful sense of humor. A recent film for his men's collection, aptly dubbed "Jacobs of the Jungle," features a nearly nude model chasing after pieces from the spring collection.
Agent Provocateur
Agent Provocateur often features video installations and techie projects in their store windows, so it's no surprise that the company devotes so many resources to producing star-studded video series. Their most recent collaboration with Paz de la Huerta -- who plays a sleazy Hollywood starlet in a state of semi-undress -- represented a new, humorous approach for the super-sexy brand.
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