The Fashion Focus

Evolutions in fashion film, gender-fluid blurring of the menswear/womenswear divide, inspiring work from big labels' in-house creative teams; this month’s focus explores the ad industry's fascination with fashion.

Insight

Burberry and beyond: the evolution of fashion films

There’s a new spirit of story, celebration, experimentation and out-and-out wonder embedded in a new generation of high-end fashion films. Tim Cumming grabs his gladrags and investigates.

Insight

Seizing the opportunity in virtual fashion

Kicking off this month's Fashion Focus, Alex Manning, Strategy Director at Cult, tries some virtual fashion for size. From augmented reality try-ons to the huge boom in gaming skins and collaborations with IRL luxury brands, he argues that virtual fashion isn't just the future, but the present too.

Inspiration

On My Radar: François Vogel

REVERIE Content director François Vogel has collaborated with an array of fashion brands and here gives us some fashion-themed insight as well as highlighting some of the things that are currently on his cultural radar.

Insight

What Gen Z think about fashion in the metaverse

While some of us are still grappling with what the metaverse actually is, Lucinda Brooke, Strategy Director at The Upside, says that Gen Z has embraced this new frontier and, as far as fashion goes, has decided it definitely isn't a case of the emperor's new clothes.

Insight

Composite professional

Filmmaker, illustrator, former model, philosophy graduate, mother of three – there are as many layers to Cadence Films director Quentin Jones as there are to her creative animated collages – which have enraptured luxury fashion brands from Chanel to Jimmy Choo.

Insight

Apocalypse gown

Estimates are that around 10 per cent of global emissions are caused by the clothing industry. Kara Pecknold, Vice President of Regenerative Design at global creative consultancy frog, muses on the future of fashion during an ecological crisis.

Insight

One small step for MENA: How Gen-Z is shaping the future of a region

As Generation Z's influence continues, Zoha Zoya, Head of Experience Design at R/GA London, examines how brands in the MENA region - especially fashion brands - are using that demographic's penchant for social media platforms to unlock a new approach to advertising.

Inspiration

Laura Marciano: A Few Of My Favourite Things

The Curly Films director details the paintings, the programmes, and the... er... stripper shoes that keep her creatively inspired.

Insight

Are models out of fashion in advertising?

Is the age of the size-zero pin-up over for TV commercials? The Eye Casting's Jody Furlong answers our questions on the best-dressed ad stars.

Insight

Dream's World

Exploring the intersection of fashion, editorial, branded content and music, Tom Dream’s whimsical, retro aesthetic is in high demand from brands looking for an alternative to off-the-peg fashion films. Selena Schleh meets the director in his hometown, the hip seaside resort of Margate, Kent.

Inspiration

On My Radar: Eno

Ruffian director Eno on the uplifting creative activation of sparkling water, the sometimes unforgotten social platform, and his new short film, Sustainable, a satirical take on the fashion world's unusual trends.

Insight

Forever in green jeans

The Greatest Story Ever Worn celebrated the 150th anniversary of the iconic 501s. With sustainability a growing concern in the fashion industry, Levi’s has been working on giving the 501’s an environmentally friendly overhaul for years. shots spoke to Paul Dillinger, VP Global Product Innovation at Levi Strauss & Co, plus Tom McQueen, Group CD at Droga5 about the transformation of the classic trouser.

Inspiration

On My Radar: Chad Sipkin

Consulate editor Chad Sipkin talks fashion films, FaderPorts and why 'short-lived assets' have brought confusion as well as creative freedom, as he reveals what's on his radar.

Insight

Embracing fashion’s stealth marketing experience

It's no longer enough to simply be a luxury, high-end brands need to offer something more. Kathrine Rauboti, Senior Creative Strategist at Imagination, argues that the luxury brands attempting to inspire their customers through art, culture and self-expression are the brands which will create impact and emotional connection.

The Future Focus

What will tomorrow bring? Is creativity, or humanity, at risk from Artificial Intelligence? How will increasing eco-awareness impact consumerism? In a topsy-turvy world seeing fast-moving culture shifts, shots devotes two months to garnering insights from the soothsayers of ad-land on the shape of things to come.

The Short Films & Documentary Focus

shots looks at the synergies between condensed cinematic storytelling and advertising. We also delve into factual content and how brands – and charities – are increasingly leveraging the power of reality to connect with audiences.

The New Talent Focus

Who are the rookie directors/producers/creatives who’ve been waiting in the wings to level-up ad-land? Where do you find them, how can we nurture them, and what fresh ideas will they bring?

The Animation Focus

With toons on-trend during lockdown, now that live-action is back what is the state of the animation nation today? This focus draws on opinions and profiles of animation directors, producers and studios and looks at new trends and technologies in the medium.

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