Brands can't get enough of short films A love affair spanning decades

Le Paysan by Jacquemus

Jacquemus has recently released Le Paysan, a short film that, through a few moving images, showcases the collection from which it takes its name. At the center of the narrative is the imagery that has always been part of the DNA of the maison, namely untouched French nature and slow living, while the plot is almost nonexistent. Models playing soccer on a field while wearing evening gowns designed by Jacquemus; a young man eating a mango (a fruit not very French); a remote-controlled boat speeding across a puddle, while a perched castle seems to observe the scene from afar. The short film is nothing short of stunning, even if lacking a storyline, and represents yet another example of how brands are becoming passionate about cinema as an advertising device.

Willy Chavarria and Zara

Just three days ago, Willy Chavarria and Zara announced their collaboration precisely through two videos. The first, directed by the designer and Glen Luchford, features Christy Turlington and Alberto Guerra and captures all the drama of Latin cinematography; the second, directed by filmmaker and photographer Allen Alcantara, portrays the making-of of the collection in Zara’s studios. As in the case of Jacquemus, the plot in the film by Chavarria and Luchford is only hinted at: at the center of the story are the garments, beautifully worn by the two protagonists, and the brand’s overall aesthetic. As for the documentary, it is nothing more than a trailer aimed at intriguing consumers. A tactic also used by Jil Sander for Simone Bellotti’s first collection, Maison Margiela for Glenn Martens, and Dior for Jonathan Anderson.

Stone Island in Naples

Also Stone Island, a brand that does not belong to the luxury category but has cultivated over the years a community of fans and enthusiasts, has recently picked up the camera to tell a piece of its story. To celebrate the opening of its first store in Naples, the brand presented A Sorpres, a short documentary directed by Glenn Kitson and accompanied by the voice of Roberto Saviano, retracing Stone Island’s connection with the Neapolitan city. By placing at the center of the narrative not the brand, but the people who love it, the compass-rose brand offered this great tribute to Naples.

Cinema and fashion, a love story that has lasted for years