FASHION FILMS 2020
The Cinematic Way Of The Future
As the Coronavirus continues to rage on, we’ve been wondering about its continued impact on the fashion industry (among other things, obviously). And to be honest, we’re also simply looking for a bit of a distraction. Although it’s incredibly important to stay informed and aware, it’s also important to let the mind rest and focus on other things.
One impact the virus has had on fashion is the drastic decrease (in several places, downright disappearance) of in-person…well…anything. Stores are closing, production is halting, and fashion shows as we know them may sadly become a thing of the past. Fashion houses will have to become increasingly creative when it comes to showcasing their collections now that live audiences are quickly disappearing. Chanel and Dior are two such houses that are doing just that.
To showcase their Cruise 2020 collections, both Chanel and Dior have teamed up with dynamic fashion photography duo VIVIENNE+TAMAS. The talented team, formed by Vivienne Bala and Tamas Sabo, specializes in fashion, beauty, and jewelry photography in addition to fashion film, and their client roster includes almost every major fashion and beauty company from Burberry and Gucci to L’Oréal and Estée Lauder. Their work has been featured everywhere from Esquire to Vogue UK.
Chanel’s Cruise 2020 show, the house’s first without Karl Lagerfeld, featured fresh takes on the signature tweeds and suiting that Chanel is known for. This time around, femininity seemed to be the big push, as bows adorned everything from blouses to belts. Over at Dior, the Cruise 2020 collection featured a decidedly Marrakech vibe as the show itself was staged against the jaw-dropping backdrop of the city’s El Badi Palace. Dior worked with Uniwax – an Ivory Coast company that re-interpreted two of the house’s signature motifs: toile de Jouy and tarot cards. The rest of the show was a feast of African-inspired prints, beaded dresses, and head wraps.
The fashion films themselves for both houses are obviously quite different. Chanel’s film features a coastal theme, with the house’s looks set against a dramatic backdrop of coastlines and even shipwrecks. Dior’s film understandably showcases its Marrakech theme of the moment, featuring the well-known Lady Bag and newly-reinterpreted tarot card prints.
Check out VIVIENNE+TAMAS’ videos for both Chanel and Dior. Times like these call for more innovative takes on creating content, and films like these are proving to be increasingly effective in doing just that.
