This relatively new medium of presentation has only been in play for a few years, and there are few resources on it. That said, see below for a selection of the most innovative and influential video presentations.
Erin Fetherston
Somewhat of an unidentified pioneer in this field, Fetherston has been producing inspired video presentations since 2006, including one for her coveted GO International collection at Target. Working with celebrities and industry folk alike, Fetherston often pairs the directorial work of Ellen von Unwerth with models and celebrities like Kirsten Dunst and Zooey Deschanel.
- Dollhouse: http://www.youtube.com/watch? v=03cKWwwJHYI
- Wendy Bird:>http://www.youtube.com/watch? v=QA1r_ZhL-P0
- Dreamy Wander: http://www.youtube.com/watch? v=wtLUW8Sl--o
- Birds of a Feather:http://www.youtube.com/watch?
v=k0qnI4_vzko
Gareth Pugh
Last season, Gareth Pugh shocked media and front-row dwellers equally when they arrived to view his collection and were met with a show guide only crediting one model, and not a runway in sight. The audience was tweeting away trying to decipher the avant-garde designer’s method. When the video, also live-streamed on the SHOWstudio website, began to play, viewers around the world were met with an innovative, creative, and cost-effective outlet for the Pugh’s vision.
Halston
This short film featuring Dree Hemingway, daughter of Mariel, running around New York City in the latest collection by Haltson not only acted as a presentation for the label but also as a catalyst for launching Hemingway’s model and it-girl status. The legendary fashion house sent out a teaser of the film to editors, retailers, and tastemakers two days before the launch of the finished product. This teaser garnered international press coverage and worked to create significant buzz around the financially struggling label.
This viral video began making the rounds on the fashion blog scene as soon as it was released to coincide with the launch of Ashley and Mary Kate Olsen’s ready-to-wear collection, ‘The Row.’ This somewhat unorthodox method of displaying the collection was met with great praise in the United States and abroad, resulting in many copycat videos.
Viktor & Rolf
While this video presentation contained a traditional runway show within, the eccentric duo Viktor & Rolf managed to create an allure and air of mystery around the collection by having supermodel Shalom Harlow be the viewer’s guide, and having the runway in a desolate room. This allowed the creative team unprecedented control over the angles and perspective that the viewer saw on the collection.
YSL Menswear
While creative director Stefano Pilati has yet to integrate the video presentation into his women’s wear collections, his use of the medium in menswear has proven to be quite successful. Having presented a video for the Autumn/Winter collections in 2009, Pilati has recently debuted another video for the current season. Both are more plot-based that some others, but are still an effective way of marketing and exhibiting his collection.
- A/W 09:http://www.youtube.com/watch? v=Rk7XJqdMKs8
- S/S10: http://www.youtube.com/watch? v=9t7OvmMXkF8
Images courtesy of the Fashion Spot forums.
