Why short films have become fashion’s favourite way to launch campaigns

The designs may feature prominently, but it is the storytelling that truly takes centre stage. Photo: Prada

These days, a simple fashion campaign is no longer enough. Brands need something bigger and more visually striking to capture attention.

Enter short films – a powerful way to tell a story while simultaneously promoting a collection.

They are not exactly a new concept, though.

During the Covid-19 period, when runways could not take place, many fashion houses turned to digital presentations in film format.

Today, most productions feature star-studded casts and acclaimed directors.

For example, Burberry’s recent outerwear campaign is fronted by Olivia Colman. John Madden – whose work includes Shakespeare In Love, Captain Corelli’s Mandolin and Operation Mincemeat – directed it.

The film follows the adventures of first-time tourists exploring London, where they encounter a variety of locals (all portrayed by Colman).

From a cricket enthusiast to a woman behind a fish-and-chip shop counter, Colman's performances capture the charm and humour of everyday London life.

Naturally, Burberry’s trenches, aviator jackets and puffers take centre stage throughout.

Read more: When the runway is not a runway: Fashion turns any space into a stage

Meanwhile, the film that shows off the Prada Galleria bag starred Scarlett Johansson.

She plays three distinct characters – each revealing a different facet of her identity, and by extension, the timeless versatility of the iconic bag.

The director is none other than Yorgos Lanthimos. He is known for his distinctive, surreal storytelling style and darkly comedic tone, as seen in acclaimed films like The Favourite, Poor Things and The Lobster.

If not a real person, then brands will go as far as creating an animated protagonist instead.

Ralph Lauren’s short film revolves around the brand’s beloved mascot, the Polo Bear – this time imagined as a secret agent on a mission to recover stolen art.

The lighthearted narrative blends nostalgia with modern flair, reflecting the brand’s enduring playfulness.

While the films mentioned so far are brief (typically lasting between one and six minutes), Gucci’s latest production runs more like a cinematic feature.

At over 30 minutes long, it embodies the look and feel of an art-house film.

Complete with stylised “film posters” and a strong ensemble cast including Demi Moore, Edward Norton and more, the end product encapsulates Gucci’s penchant for high drama and visual storytelling.

Saint Laurent is another fashion house that has doubled down on cinematic campaigns.

It regularly releases films for its collections, with the most recent series debuting last November.

This one featured a star-studded cast including Addison Rae, Joey King, Chloe Sevigny, Charlotte Gainsbourg, John Waters, Cooper Koch and Travis Bennett.

Directed by Nadia Lee Cohen, the films draw inspiration from Yves Saint Laurent’s favourite novel, In Search Of Lost Time by Marcel Proust.

Read more: Style on display: How great fashion designs live on in museum exhibits

That same month, Chanel unveiled a short film starring Tilda Swinton. Directed by Wim Wenders, it takes viewers on a poetic journey through Hangzhou.

Swinton is reimagined as a version of Coco Chanel – a woman said to have been deeply inspired by the Chinese lacquer screen in her Paris apartment that depicted the city, yet who never actually travelled there.

All these examples go far beyond simple behind-the-scenes videos of fashion shoots.

They enlist award winners (for example, if not Oscar winners, at least nominees) and are presented as fully formed stories – complete with plotlines, even if they last only a minute.

With such high production value and creative ambition, it raises the question of whether fashion short films are here to stay.

Perhaps soon, a cinematic release could be just as anticipated within the industry as a runway show.