So everyone’s realised that making online films is a good way to get attention, just like pregnancy scares were in high school, only with brands, not people called Chantelle and Kerry-Anne.
No one loves attention more than Fashion brands, the teenage girl of the e-commerce world. This is awesome news as, like the 15 year old me, they’re ace at making a spectacle of themselves in both inspiring, horrifying and downright mind-boggling ways.
However, as with every gravy train, eventually it goes off the tracks; hence the backlash. In this blog post (we just broke the fourth wall-is everyone ok?) we will look at the good the bad and the ugly of online fashion films, see where certain brands went wrong, and how others are being self-reflexive when dealing with the fact that the fashion film can now be something of a cringe cliché.
So, the time it all started to go horribly, horribly wrong seems to have a watershed in the form of the much ridiculed Chanel ad staring Brad Pitt. It seems like questions such as “Why?” “Are you sure about this Mr.Pitt?” and “For real?” never got asked, leaving us with this hilarious, yet incomprehensible mess.
Or how about this severely cringe inducing ad from Doc Martins, that tries to pigeonhole their customers as latently misunderstood urban beat-poets with rough-and-ready shells concealing their inner existential crisis. An urban Heathcliff by way of This Is England who should have never, NEVER, never have opened his mouth narrates this faux working class wank-fest.
Their reprimands come in the form of the genius satire supplied by everybody from American Wunderkind Lena Dunham, to Manchester’s own Dafty.tv Our favorite and most forth-right anti-fashion-film fashion-film comes from Matthew Frost of Somesuch & Co, and systematically annihilates every frou-frou pretension the genre ever held.
Lena stays in a similar vein with her best-friends film, which manages to showcase beautiful clothes from Rachel Antonoff without turning into a perfume ad.
Talking of perfume ads Manchester’s Dafty.tv do a good line in malevolent whimsy;
So, after wave upon wave of excellent backlash, the question remains; where does it go next? We are predicting the dawn of the Naked fashion film. An emperor’s new clothes-fest of double reflexive meta-film showcasing threads as they have never been shown before; by their conspicuous absence. The backlash is about to reach IT’S watershed, and we forsee that the only answer lies in clothes films without clothes.Send your entries to our room, in unmarked brown paper bags.