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The fashion filmmaking scene is rapidly developing as fashion brands increasingly use fashion filmmaking agencies to create films that feature their products, catwalk shows and photo shoots. These videos can then be used for promotional purposes or as an artform in their own right.
Based across London, Paris and New York, JN Motion is one such video production agency that has recently launched to serve the fashion and luxury industries with engaging new-media solutions Their 2011 show reel showcases the styles current in fashion film production and demonstrates the variety of what they can produce, from a promotional video based around the asexual theme of the brand Two Weeks, documenting Jasmine Di Milo’s London Fashion week show, to ‘behind the scenes’ footage of Reebok’s Helena Christensen shoot by Stephen Klein in New York.
As the fashion filmmaking medium continues to develop, we will see more films for fashion that push the medium to communicate the brand offering and leave a lasting impression on the viewer.