Fashion doesn't account for an exclusive category on YouTube but the most renowned brands are investing on videos to be watched and shared online in order to develop brand awareness. We can find catwalk shows, advertising campaigns, store openings, interviews... Louis Vuitton has even produced beautiful videos about its carefully selected City Guides.
The most popular fashion videos are shot as music videos such as the ones Inez van Lamsweerde did for Pierre Balmain, Juicy Couture and more recently to Miu Miu. But global fashion labels can afford the best and produce authentic short films to entertain their followers while also connecting with them on a different level. Keira Knightley acts on the latest Karl Lagerfeld film for Chanel (96,187 subscribers), Once Upon a Time... published on May 8 2013.
Dior (58,539 subscribers) was probably one of the first big names of the fashion industry to produce short films specifically commissioned to communicate the house's style. My favourite is In Shanghai, Lady Blue is in Love directed by David Lynch with Marion Cotillard, where her Lady Dior bag hides the secrets of her love story (published on June 8 2011).
Prada (15,905 subscribers) has recently produced a film by Wes Anderson and Roman Coppola starring Léa Seydoux but A Therapy by Roman Polanski with Helena Bonham Carter and Ben Kingsley is still more popular and always a pleasure to watch (published on May 22, 2012).
Donna Karan New York (468 subscribers) has still a long way to go in terms of popularity but Anjelica Huston took a turn behind the camera to direct Haven't We Met Before? starring Felicity Jones and the charming Jack Davenport who you may recognise from The Talented Mr Ripley. This short film, published on February 4 2013, captures the pleasure of getting ready to go out and the spirit of old school seduction.
Diane Von Furstenberg (948 subscribers) also needs to work harder to stimulate people to follow her YouTube channel but has already collaborated with Gia Coppola to create Writer's Block (published on March 30 2012), featuring a playful 60s-inspired story about a young screen writer in Hollywood. Much has been written about fashion in film but fortunately this connection is becoming more and more a two-way process.
Other related blog posts:
Fashion Designers on Film
Visit Hollywood Costume