The fashion industry is finding new ways to meet the millennial demand for moving imagery in the digital age. Online videos are in – granting high fashion houses more room for innovation. Here are five of our favourite examples of their boundless creativity:

Prada “Past Forward”


Prada reveals its Spring 2017 Collection in an action-packed micro film directed by acclaimed director David O Russell. While its cinematic brilliance is undeniable, the diversity of the cast is pleasing to see – with the film starring Allison Williams, Freida Pinto and Kuoth Wiel. The black-and-white silent film is also an artful throwback to some of the 50s Hollywood hits, such as Hitchcock’s North by Northwest and Vertigo, as well as Gene Kelly’s Singin’ in the Rain.

Gucci Gift Giving 2016: Gucci Garden


Watch the house motifs come alive in the latest Gucci gift campaign as unassuming models roam around in a botanical paradise with a plethora of fauna and flora – inspired by the Biblical tale of the Garden of Eden. Against a backdrop of spectacular landscape and aided by brilliantly mellow camerawork, the romantic short reveals the brilliance of Gucci’s Cruise 2017 collection.

Saint Laurent Spring 2017 campaign


Underscored by Beethoven’s Symphony n°7, the camera tracks a young and voguish crowd indulging in the sultriness and mystery of the night. Within 2.5 minutes of intense sensuality, director Nathalie Canguilhem brings forth the best details of Saint Laurent’s Spring 2017 Collection and gives the brand a bold and modern stamp.

Five micro films from luxury brands you shouldn’t miss in 2015

Chanel Resort 2017 La lección de salsa


Karl Lagerfeld brought everyone to Cuba for his Resort 2017 show earlier this year. This time around, he brings back the essence of Cuba for the digital crowd with the campaign’s feature film. This feel-good short features model Lindsey Wixson and Binx Walton sporting the brand’s latest resort collection while they offer a flirtatious salsa lesson.

Tod’s Men’s Fall Winter 2016-17 Campaign


As the face of the brand’s fall winter menswear campaign, Jack Huston is a true embodiment of Tod’s essence. The well-groomed British actor resonates perfectly with the Italian brand’s vitality and elegance. Through recounting a day in the life of the posh actor, the 30-second short interprets Tod’s style in different contexts throughout the day.

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