Abstract
In the emerging ‘video-first world’ of the last decade, global fashion brands have made the moving image an integral component of their digital marketing strategies. As a result, both the industry and popular perceptions of fashion film have been increasingly colonized by the notions of branding and promotion. Recent scholarship on fashion film too has put the fashion brand at the centre of analysis. This article argues against any such premature fixing of fashion film’s identity. Instead, it proposes shifting the existing perspective by reframing fashion film as not only a product of the fashion industry and associated media but also one of the cinema industry and culture. Drawing on media archaeological models of ‘excavation’ and ‘parallax historiography’, the article examines contemporary digital fashion film in parallel with fashion film of the early 20th century – a juxtaposition that helps to recapture the phenomenon’s remarkable diversity and open possibility in both periods.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
