What makes a successful fashion film? Is it a strong visual concept? Content that can be quickly parsed? A savvy distribution strategy? Humour? Provocation? A famous model or a catchy soundtrack? Creating compelling fashion videos has always been more art than science. But as we set about compiling our ranking of this season’s best films, we saw some interesting commonalities.
While Cartier’s 3-minute CGI epic “L’Odyssée de Cartier” — which has appeared on network television and earned 14 million views on YouTube in just over a month — is a clear exception, the average length of the most successful films has dropped noticeably from just a few seasons ago. Indeed, several of this season’s top picks, including films from Lanvin, Prada, ASOS, Alexander Wang and Balenciaga, are better attuned to the short attention spans of today’s internet users and last no more than 1.5 minutes, a length that could shrink further in seasons to come.
Unlike the Cartier film, many of the season’s best videos also avoid cost-intensive cinematic grandeur in favour of the unconventional techniques and quirky aesthetics that seem to resonate most online.