In the New Millennium Era, due to the development of technology, the digital revolution, and changes in fashion communication, the fashion system has been rewritten and fashion films have become an independent genre under this trend. Fashion film is one of the latest forms of digital content, a fast-growing, efficient tool that aids communication between brands and customers. From filmmaker to the photographer, even brand, they become a content creator, transforming fashion into the protagonist, presenting it in storytelling mode or visual derived style. Even though fashion film has become a hot trend, there are few systematic studies on the topic that keep up with the times, and its definition has been controversial due to its diverse forms and contents. Therefore, in this article, I will introduce the relationship between fashion films and traditional films, magazines, photography, and fashion design(ers), and explain its revolution history. Then redefine fashion film and analyze the forms and genres of fashion film and its main characteristics. At the same time, I will investigate the transformation of digital fashion film and its current scenario based on the case study analysis which from the exploration of early-stage to the newest creative approach driven by epidemics, hoping to help audiences have a better understood of the fashion film. In addition, I will create a fashion film that combines physical shooting and 3D technology based on an emerging fashion brand, aiming to demonstrate how fashion film works as a communication tool in the digital age and help the new brand engage with the digital citizens.
Nell'era del nuovo millennio, a causa dello sviluppo della tecnologia, la rivoluzione digitale e i cambiamenti nella comunicazione della moda, il sistema della moda è stato riscritto e i film di moda sono diventato un genere indipendente sotto questa tendenza. Il film di moda è una delle ultime forme di contenuto digitale, uno strumento efficiente e in rapida crescita che aiuta la comunicazione tra le marche e i clienti. Da cineasta al fotografo, anche il marchio, diventa un contenuto creatore, trasformando la moda in protagonista, presentandola in modalità di storytelling o in stile di derivazione visiva. Anche se il fashion film sia diventato un trend caldo, ci sono pochi studi sistematici sull'argomento al passo con i tempi, e la sua definizione è stata controversa a causa delle sue diverse forme e contenuti. Pertanto, in questo articolo, io introdurre la relazione tra film di moda e film tradizionali, riviste, fotografia e design di moda, e spiegherò la sua storia della rivoluzione. Poi ridefinirò il film di moda e analizzerò le forme e i generi del film di moda e le sue caratteristiche principali. Allo stesso Allo stesso tempo, indagherò la trasformazione del film di moda digitale e il suo scenario attuale basato sull'analisi di casi di studio che dall'esplorazione esplorazione della fase iniziale al più recente approccio creativo guidato da epidemie, sperando di aiutare il pubblico ad avere una migliore comprensione del film di moda. Inoltre, creerò un film di moda che combina riprese fisiche e tecnologia 3D basate su un marchio di moda marchio di moda emergente, con l'obiettivo di dimostrare come il film di moda funziona come strumento di comunicazione nell'era digitale e aiutare il nuovo marchio a coinvolgere con i cittadini digitali.
Fashion film and communication in the digital age
Kong, Deqiu
2020/2021
Abstract
In the New Millennium Era, due to the development of technology, the digital revolution, and changes in fashion communication, the fashion system has been rewritten and fashion films have become an independent genre under this trend. Fashion film is one of the latest forms of digital content, a fast-growing, efficient tool that aids communication between brands and customers. From filmmaker to the photographer, even brand, they become a content creator, transforming fashion into the protagonist, presenting it in storytelling mode or visual derived style. Even though fashion film has become a hot trend, there are few systematic studies on the topic that keep up with the times, and its definition has been controversial due to its diverse forms and contents. Therefore, in this article, I will introduce the relationship between fashion films and traditional films, magazines, photography, and fashion design(ers), and explain its revolution history. Then redefine fashion film and analyze the forms and genres of fashion film and its main characteristics. At the same time, I will investigate the transformation of digital fashion film and its current scenario based on the case study analysis which from the exploration of early-stage to the newest creative approach driven by epidemics, hoping to help audiences have a better understood of the fashion film. In addition, I will create a fashion film that combines physical shooting and 3D technology based on an emerging fashion brand, aiming to demonstrate how fashion film works as a communication tool in the digital age and help the new brand engage with the digital citizens.| File | Dimensione | Formato | |
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DEQIU KONG-ESSAY-FASHION FILM AND COMMUNICATION IN THE DIGITAL AGE.pdf
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Descrizione: Master's Degree in Design for the Fashion System
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2.54 MB
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2.54 MB | Adobe PDF | Visualizza/Apri |
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https://hdl.handle.net/10589/182232