I don’t need to sell you on the importance of having a successful fashion video campaign in 2023… Video is the internet’s ‘it’ girl, it’s been hot and sexy for a while now. The proliferation of TikTok, Instagram Reels, YouTube Shorts etc etc – Everyone jumping on that vertical video bandwagon (WHY DID IT TAKE THIS LONG?!?!?!), the phone’s in our hands, it’s portrait mode… So naturally they are all pushing video, you post a video – you get reach. This will all change I bet in a year or so and maybe the carousels are back but for now, we video.
And anyway, video is so digestible, it’s actually not going anywhere. What’s better than a static billboard? A moving one!
You make a great video, it gets shared. If it’s remarkable, people talk about it. Video goes so far, so you’ve got to nail this.
Creating a successful fashion video campaign is essential for capturing the attention of your target audience and promoting your brand. Whether you’re showcasing your latest collection or introducing a new product line, your fashion video campaign needs to be visually stunning, emotionally engaging, and strategically executed.
In this post, we’ll explore five must-have elements for a successful fashion video campaign. From storytelling and stunning visuals to music, emotion, and finally asking for the sale – calls to action. These elements will help you create compelling video content that resonates with your audience and drives results.
Let’s dive in and discover how to take your fashion video campaigns to the next level!
By mastering these five elements, you can create fashion videos that are not only visually stunning but also emotionally engaging and effective in achieving your business goals. So, whether you’re a fashion brand, a freelance video content producer, or a social media influencer, consider incorporating these elements into your fashion video content to create a compelling and engaging viewing experience for your audience.
Provide examples of fashion brands that have used storytelling effectively in their video campaigns
Offer tips for incorporating storytelling into your fashion video campaigns
When creating a successful fashion video campaign, storytelling is a must-have element. A great story can capture your audience’s attention, evoke emotion, and help them connect with your brand on a deeper level. So, how can you incorporate storytelling into your fashion video campaigns?
First, think about the story you want to tell. What message do you want to convey? Are you showcasing your brand’s values, or highlighting a specific product feature?
Once you’ve identified your key message, it’s time to bring your story to life.
One effective way to tell a story is through the use of characters. Whether it’s a model wearing your clothing or a customer using your beauty product, featuring relatable characters can help your audience visualise themselves using or wearing your products. You can also use different settings, lighting, and camera angles to create a specific mood or atmosphere that complements your story.
Another important aspect of storytelling is the narrative structure. A compelling story should have a clear beginning, middle, and end. You can use different techniques such as a “hook” to grab your audience’s attention at the beginning, a rising action to build tension in the middle, and a resolution to bring your story to a satisfying conclusion.
Overall, incorporating storytelling into your fashion video campaigns can help you create an emotional connection with your audience and make your brand stand out from the competition. So, think about the story you want to tell and how you can bring it to life through your video content.
While storytelling is crucial for engaging your audience, stunning visuals are equally important for capturing their attention and conveying your brand’s aesthetic. Here are a few tips for creating visually stunning fashion video content:
Lighting is essential for creating an ambience and emphasising your brand’s aesthetic. For example, if you’re going for a luxurious, high-end vibe, you may want to use warm, golden lighting to create a cosy and inviting atmosphere. Conversely, if you’re showcasing edgier pieces, you may want to use cooler, blue-toned lighting to create a more futuristic and contemporary look.
If I’m shooting content for a luxury brand, I think I’m going with soft lighting, beautiful roll-off, and no imperfections on the skin, it’s all so soft and smooth. The colour palette is specific and tailored. I can’t show that off all too well in dramatic lighting so I keep it airy and soft. There’s of course space for the opposite. I think of a Tom Ford Noir Extreme Ad, with very dynamic lighting, and lots of contrast… And importantly the removal of light, the character walks through a house removing light, turning off lamps and lights, to be found later in the dark through Night Vision!
The composition of your video frames plays a vital role in how your audience perceives your content. Framing your shots in creative ways can add visual interest and keep viewers engaged. For instance, you can experiment with different camera angles and depth of field to create dynamic and visually striking shots.
Colour grading can help unify your video’s aesthetic and make it look more polished and professional. It can also help convey a specific mood or emotion that aligns with your brand’s message. For example, you could use a warmer colour grade to create a more welcoming and friendly vibe, or a cooler colour grade to create a more edgy and sophisticated feel. A lot of people fall prey to the cinematic ‘orange and teal’, it’s cool, and it works well, but a lot of people use it. Your stuff is going to look very similar.
So, think about how Wes Anderson uses colour grading. Those warm tones, the yellow-green whites, the vibrancy and span of the colour palette. What brands come to mind when you think of Wes Anderson films? Hérmes? Tiffany? Are they luxury brands? Why did H&M do a collab with him? Is it therefore a more down-to-earth affordable brand? It’s a bit hard to pinpoint. Sometimes they are such real characters, definitely H&M and something fairly affordable. But The Grand Budapest Hotel, that’s all legacy, luxury, vintage brands for me!
When it comes to fashion and in particular luxury fashion, the texture is an often overlooked element. Texture for me is a sensual way of saying feel. What does the video feel like? Fashion is very tactile, we feel the clothing on our skin, in our hands. The way we see contrast creates texture on video. Texture is a dense subject, with so many interpretations. Let’s say we’re looking at the brand AllSaints; historically a very edgy, rock ‘n’ roll, music-inspired. ‘alternative’ brand. You could have very energetic, aggressive, contrasting, flashing, high-movement videos that really dive into that feeling. The grunge texture, handwritten, hand-painted titles. Black and White, flashing lights. That’s texture.
Or we get up close and personal on a leather bag, show how matte or shiny that bag is, the way the light curves around it and highlights all the grooves of the skin. How does the *faux* fur feel as our hands run across it, how can we show that off? How do you light that shot?
Dior’s “J’adore” campaign in 2018 featured Charlize Theron walking nude through a pool filled with golden water or liquid gold. The visuals were stunning, the gold water shimmering in the sunlight and Theron’s elegant movements adding to the ethereal quality of the video. Coupled with ‘Flashing Lights’, the way they walk to the camera, it’s decadent, historical & sexy as hell!
Stunning visuals are crucial for capturing your audience’s attention and conveying your brand’s aesthetic. By focusing on lighting, composition, and colour grading, you can create visually stunning fashion video content that showcases your brand in the best possible light.
Music plays a crucial role in setting the mood and tone of your fashion videos. It can evoke emotions and create a connection with your audience. Here are some tips for using music effectively in your fashion video content:
The genre of music you choose can have a significant impact on the emotions your video conveys. For example, if you’re showcasing a luxury fashion brand, you may want to choose classical or instrumental music to create a sense of elegance and sophistication. Alternatively, if you’re promoting a youthful and edgy brand, you may want to use upbeat, electronic music to create a sense of excitement and energy.
The tempo of the music should match the pace of your video content. A fast-paced video should have music with a similar tempo, while a slow and moody video should have music that matches that mood.
If you’re using music with lyrics, make sure the lyrics align with your brand’s message and image. It’s also essential to ensure the lyrics are appropriate and do not offend your target audience.
Using copyrighted music without permission can result in legal issues. To avoid this, consider using royalty-free music or hiring a composer to create original music for your videos.
H&M’s “The Weeknd x H&M” campaign in 2017 featured a series of videos with music from The Weeknd’s album “Starboy”. The use of The Weeknd’s music added a cool and edgy vibe to the campaign, which was targeted towards a young, fashion-forward audience.
By choosing the right genre, matching the tempo, considering lyrics, and being mindful of copyright, you can effectively use music to set the mood and tone of your fashion videos. Music can be a powerful tool to evoke emotions and create a connection with your audience.
Fashion is all about evoking emotions and creating a connection with your audience. To create engaging fashion videos that resonate with your viewers, it’s essential to tap into their emotions. Here are some tips for using emotion effectively in your fashion video content:
Before creating your video, identify the emotion you want to evoke in your audience. For example, if you’re showcasing a new summer collection, you may want to create a sense of excitement and anticipation.
Visual storytelling is a powerful way to evoke emotions in your audience. Consider using imagery, colour, and lighting to create a mood that aligns with the emotion you want to convey. For example, if you want to create a sense of mystery, you could use dark lighting and shadows.
As we mentioned in Element 3, music can be a powerful tool for setting the mood and tone of your video content. Consider using music and sound effects that align with the emotion you want to evoke.
Authenticity is crucial for creating an emotional connection with your audience. Consider using real people and showcasing real-life situations that align with your brand’s message and image. Authenticity helps to build trust and credibility with your audience.
Chanel’s “Once and Forever” campaign starring Kristen Stewart was a beautiful portrayal of the emotions of an actress preparing for a role. The campaign was created to promote the Métiers d’Art collection, and was a great example of how emotion can be used to promote luxury fashion.
By identifying the emotion you want to evoke, using visual storytelling, music, and sound effects, and showing authenticity, you can create engaging fashion videos that resonate with your audience. Emotion is a powerful tool for creating a connection with your viewers and inspiring them to engage with your brand further.
Provide examples of fashion brands that have used calls to action effectively in their video campaigns
While creating visually stunning and emotionally engaging fashion videos is crucial, it’s also essential to guide your audience towards taking action. Including a clear and compelling call-to-action (CTA) can help motivate your viewers to engage with your brand further. Here are some tips for crafting effective CTAs:
Make sure your CTA is clear and specific, so your viewers know exactly what action you want them to take. For example, if you’re showcasing a new clothing line, you could encourage viewers to visit your website to shop for the collection.
Including a sense of urgency in your CTA can help encourage viewers to act quickly. Limited-time offers, exclusive discounts, or seasonal collections are all examples of how you can create a sense of urgency in your CTAs.
Your CTA should be easy to follow, so make sure to provide all the necessary information and links. For instance, if you want viewers to visit your website, include a direct link to the relevant page.
Your CTA should be engaging and align with your brand’s tone and style. For example, if your brand is known for its fun and quirky personality, you could use a playful and lighthearted CTA that resonates with your audience.
Including a clear and compelling call-to-action is essential for guiding your audience towards taking action and further engaging with your brand. By being specific, creating a sense of urgency, making it easy, and being engaging, you can craft effective CTAs that motivate your viewers to take action.
Here are some great examples:
Nike’s “Just Do It” Campaign – Nike is known for its inspiring and motivational campaigns that encourage people to push themselves to their limits. At the end of their ads, they usually end with the famous “Just Do It” tagline, which is a call to action that encourages viewers to take action and strive for their goals.
Levi’s “Live in Levi’s” Campaign – Levi’s is a classic denim brand that has been around for over 100 years. In their “Live in Levi’s” campaign, they showcase people of all ages, races, and backgrounds wearing their jeans and doing what they love. The call to action at the end of the ad is to “Live in Levi’s” and be a part of the brand’s legacy.
H&M’s “Close the Loop” Campaign – H&M is a fast fashion brand that has been making strides towards sustainability in recent years. In their “Close the Loop” campaign, they encourage viewers to recycle their clothes and bring them back to H&M stores for reuse. The call to action at the end of the ad is to “Close the Loop” and join H&M in their efforts to reduce waste.
Chanel’s “Gabrielle Chanel” Campaign – Chanel is one of the most iconic luxury fashion brands in the world. In their “Gabrielle Chanel” campaign, they showcase the life and legacy of their founder, Gabrielle Chanel. At the end of the ad, they invite viewers to “Be the embodiment of Gabrielle Chanel” and embrace their own unique style and personality.
So, wrapping this all up nice and tidy for you: Creating engaging fashion videos requires a balance of storytelling, visuals, editing, music, and emotion. By using these five elements effectively, you can create videos that capture your audience’s attention, convey your brand’s message and image, and inspire them to engage with your brand further.
Effective storytelling helps to create a connection with your audience and keep them engaged from start to finish. Visuals are a crucial component of fashion videos and can help to showcase your products in the best light possible. Editing helps to create a seamless and engaging viewing experience. Music sets the tone and mood of your video and can evoke emotions in your audience. Finally, emotion is a powerful tool for connecting with your viewers and inspiring them to engage with your brand further.