4 GREAT FASHION FILMS
2020's Best: Galiano, Dior, Westwood +
As fashion houses have gotten more and more creative in their efforts to lure clients back into stores, so too have their advertising campaigns. Rather than just crank out run-of-the-mill print shoots and commercials, several houses have released some truly remarkable fashion films that range from fun & beautiful to all-out terrifying. Let’s take a look at our top picks below.
MARINE SERRE SPRING/SUMMER 2021
French designer Marine Serre is known for presenting a myriad of apocalyptic visions throughout the years, and her latest effort is not only a continuation of that vision, it’s a double down. In a year when most designers are trying to offer up more optimism and fantasy, Marine Serre delved squarely into the world of horror for her Spring/Summer 2021 fashion film. Serre’s signature crescent can be seen being tattooed onto a neutered body splayed out on an operating table, and we soon see more surgical procedures that aren’t meant to heal. Add to the melee tentacles coming out of the ground to grab people, along with live fish-hook hands that puncture eyeballs, and you have a distinctly dystopian view that could very much serve as an allegory to 2020 itself.
DIOR FALL/WINTER 2020-2021
Dior’s fantastical film for Fall/Winter 2020-2021, entitled Le mythe Dior, seems to address the uncertainty of 2020 (material shortage, lack of labor and consumption) not by offering more selections and enticements, but by offering a complete transformation through the power of fashion. The real message behind this fairy/nymph fantasy is the visual depiction of the level of service offered to couture clients. In the film we see twin porters carrying the collection, which serves as a representation of how Dior sends its collections around the world. We also see how a simple chiffon dress can make a minotaur chase a woman through dense woods, all while wearing his own black silk coat with hand-pleated ruffles. That’s the power of great clothes.
MAISON MARGIELA FALL/WINTER 2020
This not-so-short (over 50 minutes) experimental documentary from Maison Margiela takes us inside the usually secretive world of Creative Director John Galiano’s atelier to see how he constructed this collection while in lockdown. Shot by PROVOKR favorite Nick Knight, the film uses several methods that are quite fitting for the current Covid climate – Zoom footage, GoPro body cams, and even drones. Titled S.W.A.L.K. (which stands for “Sealed With a Loving Kiss”), the aim of the film is to create somewhat of a thriller, as this acronym was used by soldiers during wartime to sign off communications to loved ones.
VIVIENNE WESTWOOD SPRING/SUMMER 2021
Quirky fashion favorite Vivienne Westwood recently got in on the fashion film game for her Spring/Summer 2021 collection. Shot on 8 mm, the two-minute video features the latest collection’s punk-inspired, unisex styles while models strike various poses against vibrant, atmospheric music. The short is directed by Louis Simonon – the son of Clash bassist Paul Simonon, and effectively showcases the versatility and rock ‘n’ roll aesthetic of Westwood’s latest effort. As with all of her collections, don’t let the punky vibe fool you – all of her designs have roots in traditional English tailoring. Think of it as Saville Row at a rock concert.
