'Fashion film' is a new editorial format which is in the meanwhile a beloved feature in fashion magazines. A fashion film is like a photo editorial but with moving pictures which communicate a 'story'.
And now, even catwalk videos (normally without a linear story made of inviting introduction, thrilling high point, relaxing end) become more like fashion films (which is defined by having a dramatic structure) such as seen at the 'Highlights: Burberry Prorsum Menswear Autumn/Winter 2012 Show' video with the music track ‘Paris In The Rain’ by The Waterboys from the presentation on 14 January 2012 in Milan.
The fashion film begins with the view on Milan and zooms into the city directly to the backstage area where the models' heads are styled up (hair by
Matt Mulhall). The camera captures details of the collection like umbrellas with wooden animal heads of hounds and ducks as handles. These signature items of the collection are used dramatically at the opening of the show as protection from a 'theatrical' rain and again at the defilee. With the appearance of Burberry's Chief Creative Officer Christopher Bailey the camera moves from the stage to the backstage area into a relaxed and happy scenery with the designer and his team.
fig.: Burberry Menswear FW2012/13 'The Gentleman' collection on 14 January 2012 in Milan. Photo: (C) Maurits Sillem 2012.
Video: 'Highlights from the Burberry Prorsum Menswear Autumn/Winter 2012 show', on 14 January 2012 in Milan.