Fashion brands are stepping into cinema. And cinema becomes 'content'

A few weeks ago, for my Visual Culture course at IED – European Institute of Design, I held a lecture on fashion films. It's a genre that has gained its autonomy and has always fascinated me for its mix of genres: music videos, experimental cinema, video art, documentaries, commercials, and short films.

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Fashion films are a blend of advertising and entertainment, aiming to create an emotional connection with viewers. It's storytelling where the product integrates with the content.

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This trend is not only leading to significant transformations in the fashion world but also in the entertainment industry, where some of the biggest players are forming more formal ties with cinema.

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An example is LVMH's initiative, which launched 22 Montaigne Entertainment to connect its maisons, including brands like Louis Vuitton, Fendi, Kenzo, and Dior, with the entertainment industry.

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Media companies have created original stories, bringing them to the small or big screen and monetizing them through consumer products, theme parks, video games, and live events. But now, fashion brands are building stories around their products.

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As the audience seeks more entertainment, the way we consume it is evolving. Fashion is just another option among music, art, and sports. It's not just about capitalizing on an audience interested in brands but surviving in a world where traditional advertising is losing ground.

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Saint Laurent Productions co-produced three films selected for the 77th edition of the Cannes Film Festival, showing how strong the bond between fashion and cinema is. The three films are: Emilia Perez, by Jacques Audiard, starring Zoe Saldana and Selena Gomez; The Shrouds by David Cronenberg, starring Vincent Cassel; and Parthenope, directed by Paolo Sorrentino.

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The challenge now is to create engaging stories that don't seem like mere advertisements but also add value. The secret lies in telling the right stories.

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Although social media has simplified the connection between brands and customers, advertising saturation has tired users. For this reason, companies are focusing on more emotional communication.

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But there's a risk: cinema, when used to promote products, risks becoming just 'content', losing its artistic soul. Perhaps, in this race for engagement, it's losing something important.