What are fashion films? Fashion is always on the lookout for new ways of communicating and the development of these ‘objects’ merits thorough exploration.

The fashion film focus is designed to provide an interpretation of the phenomenon to those working in the fashion industry, those interested in this mysterious format, and those wondering if it is the right tool for their business.

To understand the meaning and nature of fashion films, we will analyse the way in which they are circulated in the fashion industry and how they are seen outside the sector. But above all, we will explore how they are able to offer a different vision of the fashion system and offer us a new perspective. By cleverly reinventing and rebuilding a new image, fashion films are a means of creating a never-ending dialogue in which artistic and technological exploration are in constant tension.

And it is precisely in the continuous search for new questions and visions that this media draws us in. The key to understanding fashion films lies in seeing that they go beyond fashion, creating links with cinema, new media, with developing social media and art. Unlike fashion photography, films are capable of opening up new possibilities and new forms of communicating, promoting, documenting but, above all, creating emotion.

Aimed at those working in creativity, marketing and communication at Italian SMEs, brand owners wanting to convey their message more profoundly, and fashion freelancers looking to fine-tune their skills with a better understanding of aesthetic and communication dynamics, the focus provides an understanding of this ‘new’ genre, looking at aesthetics, marketing and entertainment. Through a series of examples and case studies, you will discover how the more innovative aspects of this genre revolve around experimentation to activate the crucial shift from consumption to entertainment.