The aim is to create an alternative form of advertising and propagating a brand and it's work/ideas. As i mentioned before, I think there is a gap in fashion media as it is dominated by traditional print images that don't generally do justice to the clothing- which should be seen in motion and from all angles as in real life! This project also co-incides with my thesis that I've just completed on the relationship between fashion media and the fine art world. It aims to strengthen this bond through the creation of highly stylised and atmospheric videos that could be seen as being an extension of the fashion show as spectacle. (it's also cheaper and more accessible!)
Advertising generally aims to show the function of something, such as a washing machine, but with fashion function is replaced with fantasy. This format aims to push the boundaries of what is currently available in fashion media and provide some new answers whilst at the same time showing the clothing in a more dynamic and interesting way.
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