Fashion and Lifestyle brands always try to push creative boundaries, and bring out their unique identity
The fashion and lifestyle industry is a reflection of society’s economy, and values and often is a sign of what the future’s got draped on. Each brand wants to cement a social statement with its designs and tell its unique stories to echo with the masses. This concept is seen in Denim’s Prison Blues, a rather unconventional campaign that turned heads and hit hearts. The narrative revolves around the origin of their jeans, claiming that they were crafted by prison inmates.
This is why fashion and lifestyle brands turn to strong storylines with a flair for artistic work. Regardless of the brand identity, good fashion communication requires a unique visual statement that compliments the brand’s design sense.
Mynd-ful visualization weaves great results
With YK Organics, Myntra knew they had to take a different route to communicate with parents who want nothing but ‘natural’ & ‘authentic’ for their toddlers. The idea was to create believable advertising communication that stood out from a sea of content put out by other fashion and lifestyle brands. Myntra with Isobar and Vivi5 Studios made the consumer stop with an engaging stop-motion film narrated by a soothing mother’s voice as she talks to her child. With this strong vision, we sat down to create a lively story that represented the journey of this organic apparel.
Beware of beauty
“Fashion runs on fads”, as they say. Fashion is a lot more than this, we say. It’s an ever-changing phenomenon usually drawing from the socio-political, environmental, and economic context. We can say it’s an interesting visual reflection of our changing times over the years.
This fast-paced film wastes no time highlighting H&M’s initiative to recycle clothes, directly pointing at the toxic fast fashion practices. A bold move, calling out the sector they belong to. But the intention wasn’t lost on its buyers. Since launching its garment recycling program in the spring of 2013, the brand collected 56,000 tons of textiles globally, the equivalent of roughly 260 million T-shirts. We think it’s a great example of effective visual storytelling that implements a statement with a bang.
Channelling Chanel’s History
March 2021 marked a century of Chanel’s famous number 5. And to celebrate this momentous occasion, Chanel created a stunning film that takes us through the history of this prestigious brand. The story of the bottle is told in first person, making it seem like the bottle is narrating the story. Visually, the film is an experimental concoction! With seamless transitions between motion graphics, to collage-style cut-out frames the film is a treat to the eyes. All this while, maintaining the bottle as the centre of the frame. It’s a great example of a creative opportunity being seized.
Fashion and Lifestyle brands always try to push creative boundaries, to bring out their unique identities. And when they choose to make a statement, films bring it to life! The idea is to create a loyal buyer base that keeps coming back to the brand because they feel it emulates their personality.
