Berlin & Los Angeles


4 Reasons for Your Non-fashion Brand to Embrace Fashion Films as the New Branding Medium

If you’re wondering what fashion films are, you’re not alone. Due to its wide-ranging applications and abstract nature, there has yet to be a consensus or formal definition of the term, which might be for the best, as it allows fashion films to continuously transform and evolve.

what are fashion films?

That said, we came across an insightful piece with the following interpretation:
“Today’s fashion films are typically independent projects that live on the internet. They feature collections, but don’t explicitly, or traditionally, advertise them. According to The Business of Fashion, a successful fashion film is “an authentic, standalone piece of storytelling [rather] than a mere marketing exercise.” (source: Heroine)

The article goes on to highlight that “by 2019, online video will account for 80 percent of all consumer Internet traffic, according to California-based technology giant Cisco”, which only underscores the growing relevance of video as a key branding medium.

To break it down, fashion films are videos produced by brands, designers, storytellers and artists featuring fashion in the lead role or as a supporting character. Definition aside, what’s relevant is the story they tell and the role they play in the consumer’s decision-making process. With film/video dominating as the most popular content medium, fashion films are quickly growing in prominence as the key channel for products and brands to tell their story.

Here’s a great example of a fashion film by Scotch & Soda to show you what it looks like:


how does this affect non-fashion brands?

By now you might be wondering why this is important for non-fashion brands. The answer is simple: fashion is an integral part of our culture and lifestyle. Not only is fashion an expression of our identity and cultural values, but what we wear also reveals our state of mind and self-perception as well as our aspirations.

Fashion can empower just as it can liberate. It’s a symbol of individualism. Casual, artistic, sporty, glamorous, elegant—fashion is whatever we make of it. Transcending social backgrounds, race, religion, and culture, fashion connects us and brings us together. Fashion is inclusive.

Here are four reasons for your non-fashion brand to embrace fashion films as the new branding medium:


1. indirect marketing: subtle but effective

Consumers these days have mastered the ability to filter out unsolicited ads mentally and visually. Our attention spans are growing shorter by the day due to the infinite distractions we’re constantly exposed to. The trick is to feature the product or brand in a subtle or indirect manner so it stays under the consumer’s radar. When you watched the Scotch & Soda video, were you conscious of any direct fashion advertising or did you think it was simply an interesting and well produced story?

2. co-brand with established fashion film producers

A consumer study by market research firm GfK reported that “59 million adults aged 13 to 34 in US watch original digital films online each month, which makes short films an ideal medium for fashion labels to use.” (source: Fashion United) This sheds further light on the emerging popularity of fashion films as the new branding medium.

As a non-fashion brand, it is unlikely that you’ll have had much experience in producing fashion films. That’s where collaborating with established fashion film producers presents mutual co-branding and cross-marketing opportunities for both parties.

3. the cool factor

One of the biggest challenges for most corporate brands is to align themselves with forward trends and movements. But by associating with cultural and artistic themes such as creative fashion films, brands are immediately perceived as cool and progressive. The cool factor takes effect immediately.

4. targeted international exposure

By aligning your brand with fashion films, you are automatically targeting international consumers who are internet savvy, active social media users, highly mobile-dependant, culturally aware, diverse, and well travelled. Your brand will be exposed to the connected consumer who demands immersive experiences. That’s where the future of retail and fashion is headed: digital, inclusive, connected and immersive.


If you’d like to explore co-branding opportunities with fashion film producers, the LA Fashion Film Festival (LAFFF) is currently on the lookout for strategic partners for our upcoming 2019 sustainability edition.

Drop us a line for more information. We look forward to hearing from you.

Justin Merino