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How to Create Artistic Fashion Films

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How to Create Artistic Fashion Films

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  • Time of issue:2019-10-12 10:58

How to Create Artistic Fashion Films

Whether you’re shooting the runway or a stylized documentary, here are a few great examples and tips for creating engaging fashion film projects.

 

 

Fashion films are a cinematographer's dream - moody, stylized and often experimental. Unlike commercials, which are forthright in their messaging and typically utilize an 'appeal to the masses' approach, fashion films aim for a softer sell and typically target a niche audience. The proliferation of web video has led to an increase in this 'genre.' Brands have taken notice, using this platform as way to forge deeper connections with their audience.

Whether it's through product placement in narrative form, documentary-style personal profiles or simply through a video lookbook, the following projects represent some of the best fashion films. Then, read on for considerations on gear, music and talent when shooting your own fashion film project.

Fashion Films: Story & Style

 

Your story will differ depending on your audience, product, and client, but the goal is all the same… inspire people to buy the product. Obviously this looks much different than simply creating a commercial. In fact, most fashion films don't mention the products at all. Instead, good fashion films often highlight the products in a subtle way. What story do you want to tell?

Finding Music for Fashion Films

 

Behind every great fashion film is a great music track. Music has the power to radically change the way your audience perceives your film… and subsequently the clothing. When picking the right track, you want to focus more on how the track will complement the clothing. This all depends on the type of clothing you will be selling. For example, if you are creating an ultra-sleek modern fashion film, you might want to choose an edgy electronic track. Whereas if you are creating a lifestyle video for a sweater brand, you might want to choose something a little more folksy.

 

 

When it comes to selecting the right music for a fashion film, you have two options: pay an artist to create a custom track or license a royalty free track. Paying an artist can generate some amazing results, but it can also be crazy expensive. Not to mention the process of creating a custom track can take a lot of time and effort.

Color Considerations for Fashion

 

If you want to take your footage to the next level, then color needs to be a cornerstone part of your post-production workflow. This is especially true if you're creating a fashion film. Color, or more specifically color palettes, can make the clothing 'pop.' While the example below is a bit extreme, it does highlight how important it is to think about all of the colors in your scene.

Gear Considerations

When making a fashion film, tone is king. Before you select your camera, you need to figure out the overall tone of your scene. Will it be modern, hipster, authentic, etc.? After you've chose a style and tone, then you should select your camera. Most fashion films want to showcase how beautiful the clothing is, so you probably want to get a camera with a high dynamic range. Also, for color purposes, recording in RAW is a must.

Where to Find Models for Fashion Films

 

If you don't already know a good model, then there are a few online resources out there to help you find the right model for your gig. The most popular site to find models online is Model Mayhem, but the models are almost all amateur. They'll require quite a bit of direction once they get on set. Model Mayhem is cheap though — sometimes free, actually — so if you're working on a low-budget fashion film, it's probably the best way to go.

 

Another option would be to call a fashion event agency like us the KW BROKEVAGE Company. We will likely be able to find you an experienced model, but you'll pay for it. If you're working on a medium to high-budget shoot, this is the way to go.

 

 

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