Jefferson Hack mentioned at the IHT Luxury Conference the new genre of story telling: the Fashion Film.
YSL AW 08/09
As I recall, this was the first time video replaced the runway presentation. It was no surprise that YSL's creative director Stefano Pilati collaborated on this with SHOWtudio; the pioneer website that brought fashion in a multimedia platform to the web.
Directors: Chris Sweeney and Sarah Chatfield
The Lady Dior, Lady Noir with movie star Marion Cotillard is the first time a campaign was built around the story told in a mini film. Toledano, president of Dior declared he now found print advertising formula "wanting". There are two more installments in the making.
Short film for Jonathan Kelsey's Fall 2009 collection, directed by Sara Dunlop and starring Joana Preiss.
This particular film is trend driven with its vampire theme.
Lara Stone in Chanel Fitting Room Folies by Karl Lagerfeld
Yves Saint Laurent S/S 2010 Homme. Directed by Samuel Blenchetrit
Prada - Trembled Blossoms - S08
It is worth pointing out the fact that Prada used animation to illustrate the collection.
Superflat First Love by Takashi Murakami for Louis Vuitton
Halston AW 08/09 Collection.
To launch the collection Halston invited editors to the premier of their film online.
As a footnote: I an venturing out to say that the perfume industry, more specifically Chanel No.5, pioneered story telling of a brand in short films.