Narrative
Styling

Narrative Styling: Fashion brands are moving beyond static lookbook imagery and building cinematic campaigns with characters, mood, and bingeable plots. Within these films optimized for short-form viewing, apparel and accessories are shown in settings that give collections a narrative frame and a story that's compelling to follow across social content, editorials and events.

Consumers use fashion to express identity, mood and lifestyle aspirations, and they look to visual storytelling to picture how a new look will make them feel. When searching for inspiration, entertainment sets the bar for hooking and holding their attention, so they curate feeds of short-form content where the looks are woven into the story and shown on people and in moments they can see themselves in. They’re open to promotional content, so long as it sells the value of a garment beyond its details.