Challenging the norms of traditional advertising and moving look books, these four fashion houses have embraced movies as an art, tapping celebrated filmmakers to tell their story.

By Aishwarya Tyagi 

Bridging the gap between reality and fantasy, fashion houses are indulging in the creative use of tech, collaborating with cinematic experts to create a powerful intersection between feature film, documentary and fashion. The frontrunners of the revolutionising art form are Sean Baker’s Snowbird for Kenzo, which blends narrative and documentary shot on an iPhone 6s while exploring a society that is marginalised, and Dolce&Gabbana’s short film directed by Oscar-winning director Giuseppe Tornatore featuring Sofia Loren and her big Italian family restore a Sicilian villa.

Snowbird by Sean Baker for Kenzo

Starring actress Abbey Lee Kershaw, Baker takes us on a trip to the desert in an iPhone-shot film for Kenzo that gives the audience cultural and sartorial doses in equal measure, talking about the life of an alternative society and focussing on the stories of their characters. 

Seed by Naomi Kawase for Miu Miu Women’s Tales #11

In collaboration with Venice Film festival, Miu Miu started this series to share a woman’s experience through poetic means. Seed is the story of a young girl who journeys from the enchanted nature of Nara to the chaos of Tokyo, directed by  Cannes award-winning Japanese director Naomi Kawase.

Pre-Fall 2016 Campaign by Glen Luchford for Gucci

Glen Luchford paints an eccentric picture for the brand’s pre-fall 2016 campaign featuring the models dressed in new season treasures with a focus on flora, fauna and antique autocracies in the backdrop.  

Dolce Rosa Excelsa- The Film by Giuseppe Tornatore for Dolce&Gabbana

Sofia Loren, Dolce&Gabbana and director Giuseppe Tornatore – three of Italy’s most remarkable exports, get together in this short film revolving around Loren, a Sicilian matriarch at the helm of a big restoration project with her sons.