Luxury fashion houses have long courted artists and photographers to create cutting-edge images for their brands.
But recent years have seen a rise in another kind of collaboration: luxury labels teaming with filmmakers to create mini films that convey the brand's message.
The latest brand to marry fashion with film is Ermenegildo Zegna. The men's luxury brand, now helmed by former YSL designer Stefano Pilati, has enjoyed decades of success in the Chinese market; Zegna was the first luxury men's brand to open a fully owned shop in Beijing in 1991 and now has more than 70 points of sale across the region.
In place of standard campaigns, the collaborations use film stars and directors, and a script with a plot rather than a montage of product shots.
Last year, Dolce & Gabbana hired Martin Scorsese to create a three-minute video for a fragrance campaign. Chanel hired British director Joe Wright to direct two films, one starring Keira Knightley and the other Brad Pitt. And James Franco is the director and star of a short for Gucci sunglasses.
It's no surprise, considering the brand's history in China, that Zegna's recently announced film collaboration has a decidedly Asian flavour.