Fashion Transmedia Anthology

129 Pages·2017·3.26 MB·English

Unfold your talent
VIA University College
VIA Film & Transmedia
Research & Development centre
FASHION
FILM &
TRANSMEDIA
– an anthology of knowledge and practice
Fashion
Film &
Transmedia
– an anthology of knowledge and practice
Editing by SPOTT trends & business
Fashion Film & Transmedia VIA University College 4
Colophon
Title
Fashion Film & Transmedia - An Anthology of Knowledge and Practice
Published by
VIA Film & Transmedia Research & Development Centre
Authors
Rina Hansen
Marie Schuller
Paloma Díaz Soloaga
Janet De Nardis
Max Giovagnoli
Stine Johansen
Anja Bisgaard Gaede
Sara Ingemann Holm-Nielsen
Ellen Riis
Editing
SPOTT trends & business
Proof reading
Anders M. Nielsen
Graphic design
Inge Lynggaard Hansen
Cover image
Liu Zhao and Dao Chenyuan. Beijing Film Academy
Copyright
© VIA Film & transmedia Research & Development Centre
No part of this publication may be reproduced, stored in retrieval system,
or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or scanning, or otherwise without prior permission
by the publisher.
Print
GP Tryk
Printing samples
1,000
ISBN
978-87-999334-0-2
Publishing year
2017
First edition
Create Converge
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Fashion Film & Transmedia VIA University College 7

Table of contents
9 A n Introduction to the Anthology on Fashion Film & Transmedia
Louis Thonsgaard, Director of Studies and Research, VIA Film & Transmedia
10 Editor’s Letter by SPOTT trends & business
11 Contributors
17 T he Development in Luxury Fashion Brands’ Web Presence and Use of Interactive Media
Rina Hansen, Ph.D, Copenhagen Business School, marketing and omnichannel director at
By Malene Birger.
31 D efining Fashion Film
Marie Schuller, MA in photography from the University of the Arts London, film-maker and
contributing head of Fashion Film at SHOWstudio.
39 Fashion films as a new communication format to build fashion brands
Paloma Díaz Soloaga, Professor at the Communication Department Complutense,
University of Madrid.
d 59 T he Revolution of Fashion Films in Italy
ar Janet De Nardis, actress, journalist, anchor woman, founder and artistic director Roma Web Fest.
a
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e H dia 77 T ransmedia Storytelling for Fashion and Brands
phi me Max Giovagnoli, coordinator of the School of Cinema and New Media at the European Institute
So ns of Design in Rome
ne Tra
Hele m & 83 T ransmedia and Fashion - Case Studies and Potentials
hl, Fil Stine Johansen, bachelor’s degree in medialogy and a masters in interactive digital media from
eda VIA Aalborg University. Video production at Brainstorm CrossMedia.
Br n,
malie H. Mikkelse 97 MA najkai nBgis Bgauasrinde Gsas eoduet, oCfE FOa sShPioOnT TF itlmre n-d As G&u biduesi ntoe sCsh, MoicAe i no fc Gomenmreu naincda tAiound aienndc eco nsumerism at
A a University of Aalborg.
sen, ann
n o 113 F uture Trends Within Fashion Film
d Kriste er and J SCaor-afo Inugndemera onfn t hHeo mlmu-lNtiideilssceinp,l iBnAar iyn d meseidgina satnudd cioo Amtmeluienr iCcapthio wn ofrrkoimng M oanl mfoöre Ucnaisvteinrsgi ttyh. e future.
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g e 123 T he Fashion Experience - a successful learning base for fashion film and transmedia
mel oth Ellen Riis assistant professor at VIA Film & Transmedia and head of The Fashion Experience Film
m R
a e and Transmedia Storytelling, VIA University College.
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Fashion Film & Transmedia VIA University College 9

Introduction
Film and transmedia currently broaden our understanding of
the concepts of storytelling and branding in entirely new ways.
We have just seen the beginning of what these areas have to
offer when intertwined.
When bringing film and transmedia together in a fashion context,
you get a particularly effective combination that provides a foun-
dation for creative thinking and innovative business development.
Our approach to this field has attracted international attention and
we want to share our knowledge.
VIA Film & Transmedia is an education and research centre in
Louis Thonsgaard Denmark where education, research and contact with industry go
hand in hand. We offer unique educational courses in fashion film
and transm edia in close relation to professionals and, at the same
time, we produce new knowledge in collaboration with researchers
and fashion industry businesses. We are proud to give our readers
this special opportunity to obtain new knowledge in the field of
fashion, film, and transmedia.
This anthology is not only a way of sharing our knowledge; it also
should be seen as an invitation to collaboration with businesses,
educational institutions, researchers, and anyone who is as
interested in the field as we are.
I want to thank all who participated in making the anthology:
researchers, professionals, businesses, lecturers, and students -
and the editor. They all have participated in making this publication
worth reading.
I also would like to give special thanks for support for this
publication to our Executive Director Konstantin Lassithiotakis
of VIA School of Business, Technology & Creative Industries;
Dean Song Jing of Beijing Film Academy; Filmby Aarhus;
Interactive Denmark and EU Interreg North Sea Region Create
Converge.
Enjoy!
Louis Thonsgaard
Director of Education and Research
VIA Film & Transmedia
VIA University College
Fashion Film & Transmedia VIA University College 10
FASHION FILM & TRANSMEDIA – an anthology of knowledge and practice
From the Editor
This anthology has taken on the role of knowledge gatherer In-depth reading or fast track
in the field of fashion film and transmedia. In its nine articles, The articles can be read in random order; however, the existing
experts share their knowledge and practices in this new crossover order takes you from historical perspectives within the field to
discipline. The anthology looks into how luxury fashion has been more specific reading on fashion film or transmedia for fashion
taking digitalised steps, it investigates a definition of fashion brands.
film and looks into potentials for fashion in a transmedia world.
Furthermore, it explores an understanding of audience and genre Every article is completed with a list of Takeaways. These are
in fashion film and addresses future perspectives. The articles are the essential points of each article and your fast track through
filled with examples and cases based on the experts’ research or the book.
area of expertise.
The anthology is not an exhaustive project, but a collection of
perspectives bringing more light and knowledge to this burgeoning
field.
The goal of the book is, therefore, to give you insight and foresight
into the fields of fashion film and transmedia to enable you to
continue progressing in these fields or take it on for the future.
Fashion Film & Transmedia VIA University College 11

Article line-up
The nine articles bring together new knowledge and practice within the fields
of fashion film and transmedia. We look forward to seeing this crossover
discipline evolve and intertwine further in the future and reach audiences
in new and innovative ways.
Rina Hansen Max Giovagnoli
is an expert in omnichannel. In this anthology, she contributes is a transmedia expert whose article brings you closer to
an article that supplies an overview on Web presence for luxury understanding the mechanism of transmedia. Transmedia is
fashion brands. Gain insight into what has been the approach a somewhat fluid term that turns traditional communication
and tempi of digitisation of luxury fashion brands. and consumerism upside down. The term is put into perspective
for fashion and brands.
Marie Schuller
is contributing head of Fashion Film at SHOWstudio London. Stine Johansen
She has looked into the challenges of defining fashion film as an
from Brainstorm Crossmedia takes a further look at transmedia
independent genre.
and fashion. She has both a technical and aesthetic approach to
film. In a case-based article, she points to the future potential for
Paloma Díaz Soloaga
fashion brands to work with transmedia.
is a full professor of Intangible assets and Corporate Reputation
at Complutense University in Madrid, Spain. In her article, she
Anja Bisgaard Gaede
describes the result of a comprehensive analysis of 62 fashion film
of SPOTT trends & business (the editor) supply a pragmatic insight
from 2006 to 2016.
into fashion film and genres. It provides the knowledge needed to
Janet De Nardis match genres and audience in a complex fashion film and trans-
mediascape.
actress, professor at DASS, and journalist, contributes with a
historical description of fashion films and fashion film festivals Sara Holm-Ingemann Nielsen
from an Italian perspective. She is the founder of the Roma Web
Fest, and she brings an overview of the coming of fashion film futurist, provides insight into future perspectives of fashion film
in a country with strong roots in fashion . and media.
Ellen Riis
is an experienced film producer and now head of the VIA Film
& Transmedia course, The Fashion Experience - Film and
Transmedia Storytelling. She offers insight into the experiences
and perspectives for the unique educational programme.