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Unfold Your Talent VIA Film & Transmedia Unfold your talent VIA University College VIA Film & Transmedia Research & Development centre FASHION FILM & TRANSMEDIA – an anthology of knowledge and practice Fashion Film & Transmedia – an anthology of knowledge and practice Editing by SPOTT trends & business Fashion Film & Transmedia VIA University College 4 Colophon Title Fashion Film & Transmedia - An Anthology of Knowledge and Practice Published by VIA Film & Transmedia Research & Development Centre Authors Rina Hansen Marie Schuller Paloma Díaz Soloaga Janet De Nardis Max Giovagnoli Stine Johansen Anja Bisgaard Gaede Sara Ingemann Holm-Nielsen Ellen Riis Editing SPOTT trends & business Proof reading Anders M. Nielsen Graphic design Inge Lynggaard Hansen Cover image Liu Zhao and Dao Chenyuan. Beijing Film Academy Copyright © VIA Film & transmedia Research & Development Centre No part of this publication may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or scanning, or otherwise without prior permission by the publisher. Print GP Tryk Printing samples 1,000 ISBN 978-87-999334-0-2 Publishing year 2017 First edition Create Converge Brand Dansk Bomuldskompagni/Photo by Isabel Ahlgren Deleuran, VIA Film & Transmedia Photo by Camilla Gammelgaard Kristensen, Amalie H. Bredahl, Helene Sophie Højgaard Eckholdt, Ditte Marie Rothemejer and Joanna Mikkelsen, VIA Film & Transmedia Fashion Film & Transmedia VIA University College 7 Table of contents 9 An Introduction to the Anthology on Fashion Film & Transmedia Louis Thonsgaard, Director of Studies and Research, VIA Film & Transmedia 10 Editor’s Letter by SPOTT trends & business 11 Contributors 17 The Development in Luxury Fashion Brands’ Web Presence and Use of Interactive Media Rina Hansen, Ph.D, Copenhagen Business School, marketing and omnichannel director at By Malene Birger. 31 Defining Fashion Film Marie Schuller, MA in photography from the University of the Arts London, film-maker and contributing head of Fashion Film at SHOWstudio. 39 Fashion films as a new communication format to build fashion brands Paloma Díaz Soloaga, Professor at the Communication Department Complutense, University of Madrid. 59 The Revolution of Fashion Films in Italy Janet De Nardis, actress, journalist, anchor woman, founder and artistic director Roma Web Fest. 77 Transmedia Storytelling for Fashion and Brands Max Giovagnoli, coordinator of the School of Cinema and New Media at the European Institute of Design in Rome 83 Transmedia and Fashion - Case Studies and Potentials Stine Johansen, bachelor’s degree in medialogy and a masters in interactive digital media from Aalborg University. Video production at Brainstorm CrossMedia. 97 Making Business out of Fashion Film - A Guide to Choice of Genre and Audience Anja Bisgaard Gaede, CEO SPOTT trends & business, MA in communication and consumerism at University of Aalborg. 113 Future Trends Within Fashion Film Sara Ingemann Holm-Nielsen, BA in media and communication from Malmö University. Co-founder of the multidisciplinary design studio Atelier Cph working on forecasting the future. 123 The Fashion Experience - a successful learning base for fashion film and transmedia Ellen Riis assistant professor at VIA Film & Transmedia and head of The Fashion Experience Film and Transmedia Storytelling, VIA University College. Photo by Camilla Gammelgaard Kristensen, Amalie H. Bredahl, Helene Sophie Højgaard Eckholdt, DitteVIA Film & Transmedia Marie Rothemejer and Joanna Mikkelsen, Photo by Thomas Erland Pedersen, VIA Film & Transmedia Fashion Film & Transmedia VIA University College 9 Introduction Film and transmedia currently broaden our understanding of the concepts of storytelling and branding in entirely new ways. We have just seen the beginning of what these areas have to offer when intertwined. When bringing film and transmedia together in a fashion context, you get a particularly effective combination that provides a foun- dation for creative thinking and innovative business development. Our approach to this field has attracted international attention and we want to share our knowledge. VIA Film & Transmedia is an education and research centre in Louis Thonsgaard Denmark where education, research and contact with industry go hand in hand. We offer unique educational courses in fashion film and trans media in close relation to professionals and, at the same time, we produce new knowledge in collaboration with researchers and fashion industry businesses. We are proud to give our readers this special opportunity to obtain new knowledge in the field of fashion, film, and transmedia. This anthology is not only a way of sharing our knowledge; it also should be seen as an invitation to collaboration with businesses, educational institutions, researchers, and anyone who is as interested in the field as we are. I want to thank all who participated in making the anthology: researchers, professionals, businesses, lecturers, and students - and the editor. They all have participated in making this publication worth reading. I also would like to give special thanks for support for this publication to our Executive Director Konstantin Lassithiotakis of VIA School of Business, Technology & Creative Industries; Dean Song Jing of Beijing Film Academy; Filmby Aarhus; Interactive Denmark and EU Interreg North Sea Region Create Converge. Enjoy! Louis Thonsgaard Director of Education and Research VIA Film & Transmedia VIA University College Fashion Film & Transmedia VIA University College 10 FASHION FILM & TRANSMEDIA – an anthology of knowledge and practice From the Editor This anthology has taken on the role of knowledge gatherer In-depth reading or fast track in the field of fashion film and transmedia. In its nine articles, The articles can be read in random order; however, the existing experts share their knowledge and practices in this new crossover order takes you from historical perspectives within the field to discipline. The anthology looks into how luxury fashion has been more specific reading on fashion film or transmedia for fashion taking digitalised steps, it investigates a definition of fashion brands. film and looks into potentials for fashion in a transmedia world. Furthermore, it explores an understanding of audience and genre Every article is completed with a list of Takeaways. These are in fashion film and addresses future perspectives. The articles are the essential points of each article and your fast track through filled with examples and cases based on the experts’ research or the book. area of expertise. The anthology is not an exhaustive project, but a collection of perspectives bringing more light and knowledge to this burgeoning field. The goal of the book is, therefore, to give you insight and foresight into the fields of fashion film and transmedia to enable you to continue progressing in these fields or take it on for the future. Fashion Film & Transmedia VIA University College 11 Article line-up The nine articles bring together new knowledge and practice within the fields of fashion film and transmedia. We look forward to seeing this crossover discipline evolve and intertwine further in the future and reach audiences in new and innovative ways. Rina Hansen Max Giovagnoli is an expert in omnichannel. In this anthology, she contributes is a transmedia expert whose article brings you closer to an article that supplies an overview on Web presence for luxury understanding the mechanism of transmedia. Transmedia is fashion brands. Gain insight into what has been the approach a somewhat fluid term that turns traditional communication and tempi of digitisation of luxury fashion brands. and consumerism upside down. The term is put into perspective for fashion and brands. Marie Schuller is contributing head of Fashion Film at SHOWstudio London. Stine Johansen She has looked into the challenges of defining fashion film as an from Brainstorm Crossmedia takes a further look at transmedia independent genre. and fashion. She has both a technical and aesthetic approach to film. In a case-based article, she points to the future potential for Paloma Díaz Soloaga fashion brands to work with transmedia. is a full professor of Intangible assets and Corporate Reputation at Complutense University in Madrid, Spain. In her article, she describes the result of a comprehensive analysis of 62 fashion film Anja Bisgaard Gaede from 2006 to 2016. of SPOTT trends & business (the editor) supply a pragmatic insight into fashion film and genres. It provides the knowledge needed to match genres and audience in a complex fashion film and trans- Janet De Nardis mediascape. actress, professor at DASS, and journalist, contributes with a historical description of fashion films and fashion film festivals from an Italian perspective. She is the founder of the Roma Web Sara Holm-Ingemann Nielsen Fest, and she brings an overview of the coming of fashion film futurist, provides insight into future perspectives of fashion film in a country with strong roots in fashion . and media. Ellen Riis is an experienced film producer and now head of the VIA Film & Transmedia course, The Fashion Experience - Film and Transmedia Storytelling. She offers insight into the experiences and perspectives for the unique educational programme. Fashion Film & Transmedia VIA University College 12 CONTRIBUTORS RINA HANSEN Rina Hansen is marketing and omnichannel director at By Malene Birger. Previously she was head of global marketing and omnichannel at hummel, where she
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