L'immagine in movimento : Origine e sviluppo del Fashion Film

This article describes how fashion film arose as a communication device with which today’s leading fashion designers construct imaginaries and convey stories, not necessarily linear, in the form of a short and immediate language, made of images in motion. Fashion design mixes and uses different media to communicate the project, from the static or dynamic image to the direct experience of the catwalk, that later evolved into the fashion show. It is within this latter context that fashion film made its earlier appearances. The main investments in this powerful medium are made by photographers and, among them, Nick Knight stands out: together with the graphic designer Peter Saville he established in 2002 the SHOWstudio, a website conceived as an interactive magazine. Fashion film may also lack a narrative plot, turning itself into a sort of visual hypertext, capable of dynamically fixing the most eloquent image of the subject which interprets and identifies itself with its clothes.