In this post on the Comms Women platform, Grace Bennett, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Noris and Cantoni on fashion films, published in Fashion Theory (Taylor & Francis).
Fashion isn’t just about clothing—it’s about culture, identity, and the emotions woven into the fabric of everyday life. In today’s digital age, brands are moving beyond traditional advertising, using fashion films to craft compelling narratives that invite consumers into a world of luxury, aspiration, and meaning. A study by Noris and Cantoni (2024) dives deep into this phenomenon, analyzing how fashion films serve as lifestyle statements that go far beyond selling clothes.
Fashion Films as Modern Storytelling
Fashion films are short, cinematic pieces that merge advertising with art, creating immersive experiences that resonate with audiences on a deeper level. Unlike traditional commercials, which focus on selling a product, these films highlight the values and emotions associated with a brand. They’re about storytelling, seamlessly blending reality with aspiration.
Noris and Cantoni (2024) emphasize that these films create “The Good Italian” archetype, a concept that embodies elegance, heritage, and sophistication. By leveraging cultural narratives and cinematic techniques, brands construct a lifestyle that consumers aspire to be part of. Rather than being just about wearing an outfit, these films tell a story about embracing an entire way of life.
Digital Analytics & Audience Engagement
What makes fashion films even more fascinating is how they connect with audiences in the digital space. Through thematic analysis and digital analytics, Noris and Cantoni (2024) explore how these films captivate viewers and reinforce brand identity. Social media platforms, especially Instagram and YouTube, play a key role in spreading these visual stories, allowing audiences to engage, comment, and share.
The research reveals that engagement isn’t just about views—it’s about how deeply the message resonates. The more a film aligns with a brand’s identity and emotional appeal, the more it fosters loyalty and consumer connection. Essentially, fashion films don’t just sell products; they build communities of like-minded individuals who see themselves in the brand’s world.
The Future of Fashion Marketing
The shift from static advertising to dynamic storytelling is reshaping the fashion industry in ways that go beyond aesthetics. Today’s consumers are not just passive observers; they actively engage with brands that align with their values and emotions. Traditional ads, focused solely on showcasing products, no longer hold the same weight in an era where audiences crave meaning and connection. Instead, fashion films provide an immersive experience, blending artistry, narrative, and branding to create something that feels less like an ad and more like a cinematic journey.
With the rise of social media and digital platforms, brands now have the opportunity—and the challenge—to craft compelling narratives that cut through the noise. Noris and Cantoni’s (2024) research highlights an important takeaway: Fashion isn’t just seen—it’s felt. Fashion films allow brands to craft entire worlds around their identities, inviting audiences to step into a specific lifestyle rather than just purchasing a product. These films tap into emotions, aspirations, and even cultural movements, making fashion feel personal rather than transactional.
As the industry continues to evolve, one thing remains clear—the most successful brands will be the ones that tell the best stories. This means not only embracing high production value and aesthetic appeal but also creating content that resonates on a deeper level. Whether it’s a narrative about heritage, sustainability, empowerment, or rebellion, the stories that brands tell shape how they are perceived in the eyes of consumers. In an age of authenticity-driven marketing, those who master the art of emotional storytelling will ultimately define the future of fashion.
Full Article Reference: Noris, A., & Cantoni, L. (2024). “The Good Italian”: Fashion Films as Lifestyle Manifestos. A Study Based on Thematic Analysis and Digital Analytics. Fashion Theory, 28(2), 151–173. https://doi.org/10.1080/1362704X.2024.2323363