Fashion is rediscovering film as a way to give clothes, beauty products and brand identities a bigger world to inhabit. From Gucci and Saint Laurent to Valentino Beauty, Chloé and adidas, campaigns are moving beyond the perfect still and bringing back movement, music, characters and storytelling. The wider shift reflects the renewed power of storytelling: fashion can show consumers what a product looks like, but film can show them how it moves, who might wear it and what kind
