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Friday, 31 August 2012

FASHION videos.

In the last five years, Americans' use of internet video sites like YouTube and Vimeo has shot up from 33 to 71 percent, according to sources like Mashable. Unsurprisingly, major brands and even smaller indie labels have taken to the Web, producing edgy, artsy, or outright humorous videos to accompany their collections.

Not only does a video format allow brands to align themselves with buzz-worthy directors, animators or musicians, but it helps to establish a moving, speaking brand identity. For example, Mulberry's enchanting animated short by Serge Teulon offers a sense of cheekiness and whimsy that would be near impossible to communicate in a still campaign. So as time passes more active and interactive media is required to engage the www. viewer.

If that brand is doing it so are we.

Video also gives brands a chance to experiment with elaborate, cinematic plot lines. Miu Miu's ladylike fall collection, for example, could easily be understood as a love letter to glamorous, 1940's starlets. But set aboard director Lucrecia Martel's eerie, post-apocalyptic yacht, the collection takes on a new complexity.

On the flip-side, there's nothing like an unapologetic dance video to really get customers in the swing of the season. Prada's playful Spring '11 video, featuring Arizona Muse dancing to Ratatat's "Mirando," was the perfect accompaniment to the tropical fruit prints and explosive, island color palette.

So there you have it, FASHION videos.

Get it, Got it.

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