Top Fashion Films of the Season

This season’s fashion videos were particularly strong, setting a high bar as we compiled BoF’s traditional Top 10 Fashion Films of the Season list. Some of the best films featured impressive dance moves. Some also focused on groups of people as opposed to single models, underscoring the importance of community to digital native, Gen-Z and Millennial viewers.

Gucci, our number one pick, managed to merge both. Set in the colourful dancehall of London’s Mildmay Club and inspired by the photographs of artist Malick Sidibé, who in the 1960s and 1970s captured youth culture in Africa, the megabrand’s Pre-Fall 2017 campaign video, shot by Glen Luchford, reflects exuberance and freedom of expression found in England’s Northern Soul movement — and makes for addictive viewing. Its all-black cast was also a welcome development for Gucci, whose casting has previously been criticised for its lack of diversity.

Several major sportswear brands also produced highly compelling digital videos this season, but Nike’s effort really stood out. To celebrate Pride Month and honour the LGBTQ community, the American sportswear giant tapped transgender vogue dancer Leiomy Maldonado for a video entitled ‘Be True,’ written and directed by Daisy Zhou. The film acknowledges dance as a true sport and is part of a larger commitment by Nike to address inequality under the banner of a campaign dubbed #Equality.

Adidas, too, struck a chord, racking up a staggering 25 million views for a buzzy video for its Originals division, featuring visionaries from the worlds of music, art and sport, including Petra Collins, Snoop Dogg and Stormzy. The incoming British Vogue editor Edward Enninful also makes an appearance on our Top 10 list this season with a campaign for Gap that takes the brand back to its ‘white t-shirts and blue jeans’ roots. The video entitled ‘Bridging the Gap’, celebrates the simple optimism of American style with a diverse star-studded cast that includes Wiz Khalifa, Alek Wek, Christie Brinkley, Adwoa Aboah, Yara Shahidi, Priyanka Chopra, Jasmine Sanders. Here again, dance and the power of community took centre stage.

Now, sit back, relax and watch our Top 10 Fashion Films of the Season, then let us know your thoughts in the comments below.

1. “Soul Scene” by Glen Luchford for Gucci Pre-Fall 2017
Glen Luchford’s all-black, street-cast romp through England’s underground Northern Soul scene is pure fun with wicked dance moves to boot.

2. “Be True” by Daisy Zhou for Nike
Nike’s latest #Equality video, starring the transgender voguer Leiomy Maldonado, is a bold and moving tribute to the LGBTQ community timed for Pride. The voiceover by Precious Angel Ramirez adds a particularly powerful dimension.

3. “Original is Never Finished” by Ferdinando Verderi, Wesley Phelan & Matthew Edwards for Adidas
Adidas Originals reaffirmed its position as cultural catalyst with an angsty rally for originality, featuring cutting-edge visuals and counter-culture favourites like Petra Collins and Stormzy.

4. “Music is my Mistress” by Kahlil Joseph for Kenzo 
Last season’s top pick Kenzo is back with a video by Kahlil Joseph, famous for his work with Kendrick Lamar. The results underscore, once again, the brand’s commitment to the art of film.

5. “A-Z of Music” by Sam de Jong for i-D x Marc Jacobs
In the latest iteration of its popular ‘A to Z’ format, i-D linked up with Marc Jacobs for a video on music that contains just the right mix of educational content and quirk.

6. “Movement: Queen Moves” by Sandra Winther for i-D x New Balance
This film follows members of New York dance collective Queen Moves as they face a range of issues from politics to heartbreak. It’s winning attribute: authenticity.

7. “Bridging the Gap” by Edward Enninful for Gap
Edward Enninful’s ‘Bridging the Gap’ film showcases the brand just as it should be: fun, simple, diverse and optimistic, with a winning soundtrack by Boney M.

8. “Elle Fanning’s Fan Fantasy” by Ariel Schulman and Henry Joost for American Vogue 
Resembling a scene from a Wes Anderson movie, American Vogue’s humorous take on Elle Fanning’s stardom is a riot perfectly pitched to Gen-Z.

9. “Cinéma” by Francesco Maria Tiribelli for Prada
What this film lacks in storytelling it makes up for with stunning cinematography (and return of supermodel Giedre Dukauskaite) rendered in that typically Prada way: beautiful yet witty.

10. “American Classics” by Julian Klincewicz for Calvin Klein
Raf Simons may be remaking Calvin Klein, but this video perfectly mines the brand’s history of all-American eternal youth.

Editor’s Note: This article was revised on July 2, 2017. An earlier version of this article misstated the name of the musical group Boney M.

Trends Straight From the Spring Runways That You Can Shop Now

wearing now. Sometimes there is just a hint of an idea one season—say, the use of plastic at Calvin Klein and Miu Miu for fall—that blows up the following season. Some trends emerge because they just feel right, such as spring’s sweet pastels, and embellished, sequined dresses, which were two upbeat trends on the runway and veritable pick-me-up during a long stretch of four cities. Some designers stuck to the tried and true, especially the ones who has developed cult followings, like Gucci. Fashion followers within the industry and fans outside of it do sometimes think that the trends move to fast. There is something nice about investing in a look you really like, and sticking with it. Here are 10 ideas that came out of Spring 2018 fashion month, and how you can shop them today.

PLASTIC

Raf Simons quite famously covered a yellow fur in plastic for his Calvin Klein debut, and since then many designers have asked themselves what they can cover in the material; Karl Lagerfeld Chanel-ified the raincoat, and Off-White’s Virgil Abloh covered Jimmy Choo’s in plastic as part of the two brands’ new collaboration. Here, a Chanel Spring 2018 runway bag.

Buy It Now: Building Block basket shoulder bag, $595, farfetch.com.
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Buy It Now: Building Block basket shoulder bag, $595, farfetch.com.

Transparency

BRAND ESSENTIALS

Many designers focused on what they do best this season and sent out looks that spoke to the core feeling of their brand—Gucci and Balenciaga for sure, but also labels like Ulla Johnson and Zimmermann in New York offered a refined vision of what they do best. Here, a Gucci Spring 2018 look.

Buy it now: Gucci floral printed track jacket, $2,376, farfetch.com.

Buy it now: Gucci floral printed track jacket, $2,376, farfetch.com.

TRENCH COATS

Trench Coats

Many of the major houses offered a chic, new take on the classic trench. The most memorable of the season may have been Celine’s second look, a two in one trench coat that is sure to please. Here, a Celine Spring 2018 look.