Not every creative director can be a Tom Ford, distilling two decades of sexy design into a cool cocktail of stylish cinematography, earning an Oscar nomination in the process. But that isn’t stopping everyone from trying. In a time when the iPad has eclipsed the September issue, and editorial channels are growing while advertising page numbers are shrinking, luxury labels have to promote their collections somehow. The result? A fashion film movement, in full swing.
Smoothest Moves: Chanel’s “Remember Now”‘
The Kaiser’s second directorial undertaking brings us to Saint Tropez, where he presented his latest Resort collection. European dance club: check. Dapper older man and waifish younger woman: check. Throw in some strobe lights and D.J.s and it’s the dance party you always wished you were invited to.
Best Use of a Smoke Machine: Dior’s “Lady Blue Shanghai”‘
A chic and moody Shanghai backdrop is the perfect place for mysteriously appearing handbags — at least in the mind of the director David Lynch. Marion Cotillard stars.
Cutest Tap Dancing Sandwich: Christian Louboutin’s “Dancer in a Daydream”‘
The goatee, the potbelly, the studded tap shoes: cute, cute, cute! Especially when the shoe designer twinkles his toes between two impossibly tall and sexy dance partners.
Best film without an actor in the leading role: Cartier’s “Calibre de Cartier”‘
Two minutes of fast, furious jewel-heist action, complete with a beautiful girl and a get-away car; the only thing missing is Pierce Brosnan.
Best Biceps: Prada’s “First Spring”
The women look like China dolls but the men do the heavy lifting in Yang Fudong’s dreamy black-and-white vision for Prada.
Actor Mostly Likely to Graduate to Luxury: Snoop Dog in Adidas’ “Star Wars Cantina”
Snoop Dogg outshines David Beckham, Noel Gallagher and even Han Solo and Chewbacca in this intergalactic short by Adidas.