To celebrate the launch of the Victoria Beckham Denim line, an exclusive short film has been shot in collaboration with AnOther Magazine. Directed by Quentin Jones and styled by AnOther's fashion editor Agata Belcen, the fashion film, called 'Steps for 2,' will showcase Beckham's Spring/Summer 2012 line in an artistic and creative fashion. The film uses quirky animation and a 'french new wave' style to showcase the jeans.
The short fashion film is part of a new wave of marketing. By melding mediums of art, such as fashion and film, companies allow consumers to connect more deeply with a brand or fashion item. As a branding and marketing technique, it is an important shift away from traditional advertising such as commercials.
The Victoria Beckham Denim line and its use of film and art is a brilliant and altogether more pleasant marketing approach.
Branded Fashion Films
The Victoria Beckham Denim Line Mixes Mediums for Marketing
Trend Themes
1. Multi-medium Marketing - Brands are blending different forms of art to create visually striking and meaningful campaigns.
2. Fashion Film Marketing - Fashion brands are embracing short films to showcase their products and engage with consumers in a more artistic and creative manner.
3. Artistic Branding - Companies are placing a greater emphasis on branding through art, moving away from traditional forms of advertising.
Industry Implications
1. Fashion - Fashion brands are leading the charge in mixing different forms of media and creating visually compelling content to promote their clothing lines.
2. Entertainment - The integration of film and art into marketing campaigns creates opportunities for entertainment industry players to collaborate with brands and showcase their talents.
3. Advertising - As traditional advertising takes a back seat, the advertising industry can explore how to develop creative campaigns that artfully blend mediums and represent a brand's message intuitively.