The Rise of Fashion Films: How the Industry is Merging with Cinema

*Where creativity meets technology—an AI-generated vision brought to life by Orm Muse Collective.*

Fashion has always been a form of storytelling—every silhouette, fabric choice, and runway moment is crafted to evoke emotion. But in recent years, the industry has taken storytelling to an entirely new level, merging with cinema to create fashion films—a genre where clothing is no longer just worn but woven into the narrative itself.

Fashion films aren’t just glossy promotional videos; they are short films, experimental visuals, and cinematic masterpieces that blend high fashion with high art. They’ve become a powerful tool for brands, independent designers, and creatives who want to break free from the limitations of traditional fashion advertising.

At Orm Muse Collective, we recognize this shift as a defining moment for both industries—fashion is pushing cinema forward, and cinema is giving fashion deeper meaning. But what’s driving this rise? And what does it mean for the future of fashion and film? Let’s dive in.

The Fashion Show is No Longer Enough

Once upon a time, runway shows were the pinnacle of fashion storytelling. But in a world where attention spans are shrinking and digital consumption is growing, fashion brands need more than a 10-minute runway presentation to make an impact.

Fashion films allow designers to create immersive, narrative-driven experiences that live beyond the physical runway. They give brands the ability to explore their collections in a way that feels theatrical, conceptual, and emotionally resonant—something a single catwalk strut simply can’t achieve.

🎥 Example: Gucci’s Ouverture of Something That Never Ended (2020) blurred the lines between cinema and fashion, featuring a seven-part miniseries directed by Gus Van Sant and Alessandro Michele.

💡 Why it matters: Fashion films extend the life of a collection, allowing it to be experienced beyond an exclusive audience in Paris, Milan, or New York.

Fashion Films Are Storytelling, Not Just Marketing

Traditional fashion ads sell products. Fashion films, on the other hand, sell a vision, an emotion, a world.

These films don’t just highlight clothing—they create a cinematic experience where fashion becomes the main character. Whether through surreal dreamscapes, documentary-style storytelling, or high-concept narratives, these films make collections feel alive.

🎥 Example: Saint Laurent’s Summer of ’21 was directed by Gaspar Noé and had no dialogue—just moody visuals, dramatic lighting, and an atmosphere that felt more like an arthouse film than an advertisement.

💡 Why it matters: Fashion films elevate brands beyond commerce, positioning them as cultural storytellers.

The Digital Age is Driving Fashion Film Innovation

With streaming platforms, social media, and virtual experiences shaping how we consume content, fashion films have become more interactive and accessible than ever.

🔹 Instagram & TikTok – Short-form fashion films are redefining how brands engage audiences.

🔹 Virtual Reality & 360° Films – Some designers are experimenting with immersive fashion storytelling through VR.

🔹 YouTube & Streaming Platforms – Longer-format fashion films are premiering on platforms where global audiences can watch instantly.

🎥 Example: Balenciaga The Lost Tape mimicked an old-school VHS aesthetic, blending archival nostalgia with futuristic styling.

💡 Why it matters: The democratization of fashion through digital films means anyone, anywhere, can experience a collection—not just front-row VIPs.

The Rise of Fashion in Feature Films

It’s not just fashion brands making films—cinema itself is embracing fashion as a narrative force.

In recent years, films have leaned into costume design as a form of visual storytelling, where clothing is not just an aesthetic choice but a vital part of character development.

🎥 Examples:

Phantom Thread (2017) – A film that explores the obsessive artistry of haute couture.
House of Gucci (2021) – A deep dive into the fashion dynasty, proving the drama of fashion is film-worthy.
Barbie (2023) – A perfect example of fashion as a character, with clothing shaping the film’s entire identity.

💡 Why it matters: The fashion and film industries are no longer separate—they are collaborating in ways that shape global culture.

What This Means for Emerging Creators

If you’re a fashion designer, filmmaker, or visual artist, now is the time to experiment with this fusion of industries. Fashion films are no longer reserved for major brands—independent creators are using them to build their own audiences, communicate their visions, and disrupt the industry.

Ways to Get Involved:

🎥 Filmmakers: Collaborate with designers to tell their stories visually.

👗 Fashion Designers: Use short films instead of lookbooks to showcase your collections.📸 Visual Artists: Experiment with mixed media to create a hybrid of fashion and film.

💡 Final Thought: The future of fashion films belongs to those who see clothing as more than fabric—it’s cinema, it’s movement, it’s storytelling.

Final Thoughts: Fashion & Film Are Merging—Are You Watching?

The rise of fashion films signals a new era of creative storytelling—one where brands aren’t just selling clothes; they’re crafting entire worlds.

As fashion continues to move beyond the runway and into the realm of cinema, the question isn’t if this trend will grow, but how far it will go.

At Orm Muse Collective, we believe the intersection of fashion and film is one of the most exciting creative movements of our time—and we’re here to explore it every step of the way.

💬 What’s your take? Do you think fashion films will become the new norm? Let’s talk in the comments.

Until next time,

Nina Orm

Founder & Creative Director, Orm Muse Collective