Trends in fashion video shooting
Advertising videos are a powerful tool for promoting brands in the fashion industry. Each video can have its own unique style that matches the brand's image and values.
The choice of video shooting style for an advertising video depends on many factors, including the brand, its values, products, and target audience. However, any style should be bright, memorable, and correspond to the brand's image.

In this article, we will review the most popular styles and provide some cool examples for each one!

A lookbook is a video that shows a model wearing various outfits, accessories, and shoes in an interior that matches the brand's image. Usually, slow panoramic shots, contemplative music, bright colors, and small clothing details are used in such videos. It is often used to evoke in the viewer a desire to have the same image or wardrobe item as the model in the video.

To avoid the lookbook being boring, it can be enhanced with multi-screens or unusual choreography. The multi-screen format allows for more effective demonstration of different clothing items or accessories while not losing any details.
Using non-standard choreography can help emphasize a certain aspect of the brand or product. For example, if the advertisement is designed to highlight the brand's dynamism and energy, using fast and dynamic movements can help convey this idea to viewers. Unusual movements and dances can arouse curiosity and interest in the viewer, which can lead to more effective advertising.

The "Keith Haring & Stradivarius" 2018 advertising video was created to promote the fashion collection of the Stradivarius brand inspired by the work of American artist Keith Haring. The video was directed by Steven Meisel, who is known for his work in the fashion and photography industry.

In the video, you can see bright and colorful shots with models wearing clothing adorned with prints reminiscent of Haring's style. The video also features elements from the artist's famous works, such as "Subway," "Animals," and "Heart." Special attention is paid to the musical accompaniment, which consists of songs by the band Depeche Mode.


A manifesto is usually used to refer to a video in which a company expresses its values, philosophy, and mission. Such a video manifesto can be used to create an emotional connection with the audience and strengthen the company's image.

In the example below, TOMMY HILFIGER's manifesto features star Lewis Hamilton (British racing driver, six-time Formula One World Champion). Yes, it is expensive (insanely expensive), and here's why brands use celebrities of this level:

  • If a celebrity supports certain values or beliefs, their fans may be inclined to follow these same values and beliefs.
  • The use of a celebrity can improve the trust of potential customers in the manifesto.
TOMMY HILFIGER launched several advertising campaigns featuring Lewis Hamilton. One of them was in the fall of 2018 when he became the new global brand ambassador. The advertising campaign included several videos, photos, and advertising materials in which Lewis Hamilton presented the new Tommy Hilfiger collection. The campaign was aimed at young and fashionable consumers interested in fashion and sports.
Musical Manifesto

A video inspired by music and song and/or using it as the main element. Such a video can be shot in the style of a concert or contain elements of a theatrical performance or a cinematic film. It can be used to create an emotional connection with the audience and convey conceptual ideas, values, and attitudes related to the brand or product.

The "Cartier Love is all" advertising campaign was launched in 2020 to mark the 100th anniversary of the Cartier Love collection. The video, in which Ella Balinska, Mariacarla Boscono, Monica Bellucci, and many others participated, was created to promote this collection. The video demonstrated the splendor of the Cartier Love collection and complemented its image with luxury and sophistication.

The video contains many beautiful shots and uses beautiful music - a song written by British musician Roger Glover, bassist of the band Deep Purple. The song was released in 1974 as a single in support of his solo album "The Butterfly Ball and the Grasshopper's Feast."

The Cartier Love is all commercial received a lot of attention from the media. It was characterized as luxurious, sensual, and sophisticated, combining the beauty of jewelry and beautiful music.

The style of the video should be chosen depending on the marketing goals and target audience of the brand. Creativity and art should be used together with a marketing strategy to achieve maximum results.

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