Trends: Why fashion should lean even further into film

Why It Is The Topic Trending:

• Prominent Intertwining at Cannes Film Festival: The article directly states that the increased presence of fashion at the Cannes Film Festival this year highlights a growing connection between the two industries, making it a current and trending topic.

• Luxury Brands Investing in Film Production: The article details how major fashion houses like Chanel, Ami Paris, and Fondazione Prada are not only dressing stars but also financially backing film productions, indicating a significant and evolving relationship beyond red carpet appearances.

• Creative Director Collaborations on Costumes: The collaboration of fashion designers like Jonathan Anderson (Loewe) with film directors on costume design for movies like "Queer" and his success with "Challengers" showcases a deeper creative integration between the industries, generating discussion.

• Strategic Benefits for Fashion Brands: The article explains the advantages for fashion brands to be featured in films, citing the longer-lasting impact compared to traditional advertising and the ability to reach viewers in a more elevated and contextual way.

• Pandemic as a Turning Point: The article suggests the pandemic shifted the dynamic, with increased film and TV consumption leading fashion brands to recognize the deeper engagement potential of cinema.

Overview:

The article explores the increasingly prominent relationship between the fashion and film industries, as evidenced by the Cannes Film Festival and beyond. It highlights how luxury fashion houses are moving beyond simply dressing celebrities to financially supporting film productions and collaborating with directors on costume design. The article posits that this deeper integration offers significant benefits for fashion brands, providing a more impactful and lasting way to showcase their designs compared to traditional advertising. The pandemic is suggested as a turning point that accelerated this trend, with increased film and TV consumption prompting fashion to seek deeper engagement with cinema.

Detailed Findings:

• Chanel financially backed Richard Linklater's "Nouvelle Vague" and Kristen Stewart's directorial debut "The Chronology of Water," in addition to dressing stars for "Nouvelle Vague" at Cannes.

• Ami Paris sponsored Critics’ Week at Cannes and co-produced the film "Enzo."

• Fondazione Prada announced the creation of a film fund to support movie development, production, and post-production, viewing cinema as a "laboratory for new ideas."

• Luxury brands have a long history of engagement with cinema, including Kering's Women in Motion initiative at Cannes and Miu Miu's Women’s Tales short film series.

• While fashion and film largely ran parallel after studios shifted away from hiring fashion designers, they have recently begun to cross over.

• Saint Laurent produced three films at Cannes 2024, and Jonathan Anderson (Loewe) designed costumes for the film "Queer" after the success of "Challengers."

• Khaite loaned looks for the film "Anora," and Chanel helped fund and costume "The End."

• Featuring clothes on-screen offers a more elevated and lasting impact for brands than traditional advertising.

• Costume designer Heidi Bivens believes the pandemic shifted fashion towards deeper engagement with film due to increased film and TV consumption during lockdowns.

• Film offers a fresh point of discovery for consumers fatigued by algorithmic social media feeds.

• Luca Guadagnino's collaboration with Jonathan Anderson on "Queer" is highlighted as a turning point, showing the value of bringing fashion designers into costume consultation.

• Cynthia Merhej (Renaissance Renaissance) designed wardrobe for the film "Bonjour Tristesse," achieving her goal of breaking out of typical fashion outlets.

• The financial aspect can be challenging for emerging brands to leverage film.

• Experts suggest luxury brands' money could be well-placed behind smaller, independent films for more authentic integration.

• Jonathan Anderson's work on "Challengers" (as costume designer) is cited as a blueprint for subtle brand integration within character development.

• The "halo impact" of great cinema is significant for brands through discussions, red carpets, and press tours.

• Loewe sold "I Told Ya" tees worn in "Challengers," demonstrating direct commercialization potential.

• Prada documented their collaboration on "Elvis" looks on their website, showcasing behind-the-scenes storytelling opportunities.

• Loewe used TikTok to promote their film collaborations, achieving high engagement.

• Renaissance Renaissance is co-producing a film based on their collection, further blurring the lines.

Key success factors of product (trend):

• For Fashion Brands Investing in Film:

  • Authentic Integration: Meaningful presence within the narrative, not just blatant product placement.

  • Creative Collaboration: Partnering with visionary filmmakers and costume designers.

  • Leveraging Star Power: Association with influential actors and actresses.

  • Multi-Platform Activation: Extending the collaboration beyond the film into social media and marketing campaigns.

  • Storytelling Alignment: Choosing projects that resonate with the brand's identity and target audience.

• For Films Collaborating with Fashion Brands:

  • Enhanced Visual Aesthetics: Access to high-quality and distinctive clothing to elevate the film's look.

  • Increased Production Value: Potential financial backing from fashion houses.

  • Cultural Relevance: Tapping into the cultural cachet of established fashion brands.

  • Unique Marketing Angles: Leveraging the brand's audience and marketing channels to promote the film.

Key Takeaway:

Fashion is increasingly recognizing the powerful and lasting impact of film as a medium for brand building, storytelling, and reaching consumers in a more profound way, leading to deeper financial and creative collaborations between the two industries.

Main Trend:

• Name: The Deepening Convergence of Fashion and Film

• Description: This trend signifies a significant and growing integration between the fashion and film industries, moving beyond traditional collaborations like red carpet dressing to involve financial investment in production, intimate creative partnerships in costume design, and strategic leveraging of film for enhanced brand visibility and storytelling.

Description of the Trend:

• Trend Name: Fashion's Cinematic Embrace

• Trend Description: This trend describes the active and expanding involvement of the fashion world in the realm of cinema, characterized by luxury brands increasingly funding and producing films, and designers playing a more integral role in the creative process of filmmaking to elevate brand presence and narrative impact.

What is consumer motivation:

Consumers are motivated by:

• Seeking Inspiration from Film: Fashion in film often influences consumer style and trends.

• Desire for Authenticity and Story: Seeing brands integrated into narratives feels more organic than traditional advertising.

• Curiosity About Creative Collaborations: Consumers are interested in the intersection of different art forms and the outcomes of such collaborations.

• Aspiring to a Lifestyle Portrayed in Film: Luxury brands in particular can benefit from the aspirational lifestyles depicted in movies.

What is driving trend:

• Fatigue with Traditional Advertising: Fashion brands are looking for more impactful and less intrusive ways to reach consumers.

• Power of Visual Storytelling: Film offers a rich and immersive platform for showcasing fashion and conveying brand narratives.

• Cultural Influence of Cinema: Film has a significant impact on shaping culture and influencing trends.

• Pandemic-Induced Shift: Increased film and TV consumption during the pandemic highlighted the medium's engagement potential.

• Creative Synergies: Recognizing the artistic potential of collaborations between fashion designers and filmmakers.

What is motivation beyond the trend:

Beyond the immediate benefits for fashion brands, the underlying consumer motivation is a desire for:

• Meaningful Connections with Brands: Consumers want to connect with brands on a deeper level beyond just the product itself.

• Immersive and Engaging Content: Film provides a captivating form of storytelling that can hold consumer attention longer than fleeting advertisements.

Description of consumers article is referring to:

• Age: Likely a broad range interested in both fashion and film, from younger followers of trends and celebrities to older consumers who appreciate the artistic merit of both industries.

• Gender: Likely appeals to a diverse audience interested in fashion, regardless of gender.

• Income: Given the focus on luxury brands like Chanel, Prada, Ami Paris, and Saint Laurent, a significant portion of the target audience likely has a higher disposable income or aspires to these brands. However, the influence of fashion in film can trickle down to broader consumer segments.

• Lifestyle: Individuals who are culturally aware, interested in the arts and entertainment, and likely engage with media across various platforms, including social media, magazines, and streaming services.

• Kind of movies they like: Likely diverse, ranging from arthouse cinema showcased at Cannes to more mainstream productions where fashion plays a significant role in character development or setting the scene.

• Are they frequent, low or moderate moviegoers? Likely a mix, with those deeply interested in the intertwining of fashion and film potentially being more frequent moviegoers, especially for films where costume design is a highlighted aspect.

• What are their shopping preferences? Likely influenced by media and celebrity culture. They might be inclined to purchase items seen in films they admire or from brands that have a strong presence in the cinematic world. They likely appreciate quality and craftsmanship, especially within the luxury segment.

Implications For Brands:

• Enhanced Brand Storytelling: Film provides a powerful medium for conveying brand narratives and creating emotional connections with consumers.

• Elevated Brand Visibility: Strategic placements and collaborations in film can significantly raise brand awareness and prestige.

• Long-Lasting Impact: Film's enduring nature offers a more sustained brand presence compared to fleeting advertising.

• Creative Opportunities: Collaboration with filmmakers can lead to innovative and memorable brand integrations.

Implications For Society:

• Blurring of Art Forms: The closer relationship between fashion and film highlights the interconnectedness of different creative disciplines.

• Economic Opportunities: Increased investment from fashion in film can create new jobs and support the creative economy.

• Cultural Influence: The aesthetics and narratives presented through these collaborations can impact broader cultural trends and perceptions.

Implications For Consumers:

• Deeper Engagement with Brands: Seeing brands integrated into films can create a more nuanced and engaging experience.

• Inspiration for Personal Style: Fashion in film often serves as a source of inspiration for consumer fashion choices.

• More Authentic Brand Integration: When done well, brand appearances in film can feel more organic and less like traditional advertising.

Implications For Film Industry:

• New Sources of Funding: Investment from fashion houses can provide crucial financial support for film productions, particularly independent and smaller projects.

• Enhanced Costume Design: Collaboration with top fashion designers can elevate the visual storytelling and character development in films through innovative costume design.

• Potential for New Creative Partnerships: The involvement of fashion creatives can bring fresh perspectives and ideas to filmmaking.

Implications For Filmmakers:

• Consider Fashion as a Narrative Element: Recognize the potential of costumes and fashion to enhance character development and storytelling.

• Seek Out Brand Partnerships Thoughtfully: If brand integration is desired, approach it in a way that feels authentic to the story and benefits both the film and the brand.

• Collaborate with Designers with a Strong Vision: Work with fashion designers who understand the film's narrative and can contribute creatively to the visual world.

Consumer Trend:

• Consumer Trend Name: The Narrative-Driven Fashion Enthusiast

• Consumer Trend Description: This trend describes consumers who are increasingly interested in fashion that has a story or a deeper meaning behind it, seeking connections with brands and clothing that resonate with narratives from various forms of media, including film.

Consumer Sub Trend:

• Consumer Sub Trend Name: The Cinematic Style Aspirant

• Consumer Sub Trend Description: This sub-trend highlights individuals who draw inspiration for their personal style from the fashion and aesthetics portrayed in films, often seeking out specific pieces or looks seen on screen.

Big Social Trend:

• Big Social Trend Name: The Blurring of Creative Industries

• Consumer Trend Description: Society is witnessing a growing convergence of different creative industries, with collaborations and cross-pollination of ideas becoming increasingly common and valued.

Worldwide Social Trend:

• Worldwide Social Trend Name: The Global Influence of Film on Fashion

• Consumer Trend Description: Hollywood and international cinema have a significant and widespread impact on global fashion trends, with styles and brands featured in popular films often gaining worldwide recognition and desirability.

Social Drive:

• Social Drive Name: The Desire for Aspirational Storytelling

• Consumer Trend Description: People are drawn to stories that offer aspirational elements, including the fashion and lifestyles depicted in films, which can influence their desires and purchasing decisions.

Movie Trend:

• Movie Trend Name: Elevated Costume Design Through Fashion Collaboration

• Consumer Trend Description: The increasing collaboration between film and fashion industries is leading to a greater emphasis on and innovation in costume design, recognizing its crucial role in visual storytelling and character development.

Learnings For Brands To Use In 2025:

• Actively Seek Film Production Partnerships: Look for opportunities to invest in and collaborate with film projects that align with brand aesthetics and values.

• Forge Authentic Costume Design Collaborations: Work closely with film directors and costume designers to integrate your brand into narratives in a meaningful way.

• Support Independent and Emerging Filmmakers: Consider investing in smaller, independent films where you can have a more significant impact and potentially more authentic brand integration.

Learnings For Film Industry To Use In 2025:

• Explore Funding Opportunities with Fashion Houses: Recognize fashion brands as potential sources of financing for film projects.

• Embrace Collaboration with Fashion Designers: Understand the value that fashion designers can bring to costume design and visual storytelling.

• Be Open to Creative Partnerships: Foster relationships with individuals and organizations from the fashion world to bring fresh perspectives to filmmaking.

Learnings For Film Makers To Use In 2025:

• Consider Fashion as a Narrative Element: Recognize the potential of costumes and fashion to enhance character development and storytelling.

• Seek Out Brand Partnerships Thoughtfully: If brand integration is desired, approach it in a way that feels authentic to the story and benefits both the film and the brand.

• Collaborate with Designers with a Strong Vision: Work with fashion designers who understand the film's narrative and can contribute creatively to the visual world.

Strategy Recommendations For Brands To Follow In 2025:

• Establish Dedicated Film Partnership Divisions: Create teams specifically focused on identifying and managing collaborations with the film industry.

• Develop Long-Term Relationships with Film Festivals and Organizations: Support initiatives that foster the intersection of fashion and film.

• Create Behind-the-Scenes Content Highlighting Film Collaborations: Document and share the process of your brand's involvement in film projects to engage consumers.

Strategy Recommendations For Film Industry To Follow In 2025:

• Create Platforms for Fashion-Film Collaborations: Facilitate connections between filmmakers and fashion brands.

• Recognize and Celebrate Costume Design: Highlight the importance of costume design and the contributions of fashion professionals in filmmaking.

• Offer Workshops and Programs on Fashion in Film: Educate filmmakers on the potential of leveraging fashion as a storytelling tool.

Strategy Recommendations For Film Makers To Follow In 2025:

• Develop Projects Where Fashion Plays a Key Role:** Conceive stories where costume and brand integration can be organic and meaningful.

• Reach Out to Fashion Designers Early in the Process:** Involve costume designers with a strong fashion background from the initial stages of development.

• Be Open to Brand Partnerships That Enhance the Narrative:** Consider collaborations with brands that align with the film's aesthetic and can provide valuable resources.

Final note:

• Core Trend:

  • Name: Fashion's Foray into Film Finance and Creative Partnership

  • Detailed Description: The significant and expanding involvement of fashion houses in the film industry through financial investment in production and deep creative collaborations, particularly in costume design.

• Core Strategy:

  • Name: Leveraging Cinematic Storytelling for Brand Amplification

  • Detailed Description: Fashion brands are increasingly recognizing and strategically utilizing the power of film as a medium to enhance brand visibility, convey narratives, and create lasting connections with consumers.

• Core Movie Trend:

  • Name: Elevated Costume Design Through Fashion Collaboration

  • Detailed Description: The increasing collaboration between film directors and fashion designers is leading to a greater emphasis on and innovation in costume design, recognizing its crucial role in visual storytelling and character development.

• Core Consumer Motivation:

  • Name: Seeking Deeper Brand Engagement Through Narrative Context

  • Detailed Description: Consumers are increasingly interested in brands that connect with them on a deeper level through compelling stories and experiences, which film provides a powerful avenue for.

Final Conclusion:

The deepening convergence of fashion and film presents a mutually beneficial relationship, offering fashion brands a more impactful platform for storytelling and brand building, while providing the film industry with new sources of funding and creative talent, ultimately enriching the cinematic experience for consumers.

Core Movie Trend: Elevated Costume Design Through Fashion Collaboration

• Description: This core movie trend highlights the increasing collaboration between film directors and fashion designers, leading to a greater emphasis on and innovation in costume design. Recognizing the power of fashion to enhance character development, storytelling, and visual aesthetics, filmmakers are increasingly partnering with established and emerging fashion talents to create memorable and impactful on-screen wardrobes. This goes beyond simply sourcing clothes to involve designers in the conceptualization and creation of costumes that are integral to the narrative.

• Key Characteristics of the Trend (summary):

  • Designer Involvement: Fashion designers are actively participating in costume design.

  • Narrative Integration: Costumes are becoming more crucial to character development and plot.

  • Visual Enhancement: Collaboration elevates the film's overall aesthetic appeal.

  • Brand Integration Opportunities: Fashion collaborations can lead to subtle and meaningful brand appearances.

  • Cross-Industry Recognition: The importance of costume design is being increasingly acknowledged across both film and fashion industries.

• Market and Cultural Signals Supporting the Trend (summary):

  • Jonathan Anderson (Loewe) designing costumes for "Queer" and his previous work on "Challengers."

  • Cynthia Merhej (Renaissance Renaissance) designing wardrobe for "Bonjour Tristesse."

  • Prada collaborating with Catherine Martin and Baz Luhrmann on the looks for "Elvis," with documented content on Prada's website.

  • Anna Sui creating high school uniforms for the film "This Is Them."

  • The increasing discussion and recognition of costume design in film reviews and awards.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased awareness of fashion in film and its role in storytelling.

  • Consumers drawing style inspiration from iconic film costumes and looking for similar pieces or brands.

  • Greater appreciation for the artistry and detail involved in costume design.

  • Potential for consumers to engage with brands featured in films they admire.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, For Movie Industry, For Filmmakers summary):

  • For Brands and CPGs: Offers opportunities for subtle yet impactful product placement and brand association within film narratives, enhancing brand image and desirability.

  • For Retailers: Creates potential demand for clothing and accessories inspired by or directly featured in popular films, allowing for themed collections and marketing campaigns.

  • For Consumers: Enhances the viewing experience through richer and more visually compelling character portrayals and offers inspiration for personal style.

  • For Movie Industry: Elevates the overall production value and artistic merit of films through innovative and thoughtful costume design, contributing to critical acclaim and audience engagement.

  • For Filmmakers: Provides access to a wealth of creative talent and resources from the fashion world, allowing for more nuanced and impactful visual storytelling through costume.

• Strategic Forecast: The trend of elevated costume design through fashion collaboration is expected to continue and grow. As fashion brands seek more meaningful and impactful ways to connect with consumers, and as filmmakers recognize the power of costume in storytelling, these collaborations will become increasingly common and sophisticated. This will likely lead to more visually stunning and narratively rich films with memorable and influential costume design.

• Final Thought: The growing synergy between the film and fashion industries, particularly in the realm of costume design, underscores the interconnectedness of creative disciplines and highlights the potential for powerful storytelling through visual aesthetics on the big screen.

Source: https://www.voguebusiness.com/story/fashion/why-fashion-should-lean-even-further-into-film