A new format

(by Simonetta Buffo)

Fashion movies are the most interesting new tool in fashion communication: the new context, the new meaning of luxury and the new consumer dictate new approaches; and fashion movies are an amazing answer.

With a fashion movie, the fashion brand can move from a story telling process to a story building process, in which finally the consumer has an active role: the new communication format allows to complete the narrative plot inside the short movie and anyone can create his/her own story or simply loose him/herself in an aesthetic pleasure.

I love this fashion movie by Prada FW 2013/2014: you don’t understand if you are meeting a model, an actress or a woman in a real world. Everything is confused and the line between dream and reality is very vague. The filmaker and photographer is Steven Meisel.

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