# Floating Fashion Films The Rodarte + Maggie Cheung Short Film by Wing Shya By Meghan Young | Published 2010-03-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/rodarte-maggie-cheung-short References: [stylebubble](http://www.stylebubble.co.uk/style_bubble/2010/03/stand-still.html) & [wingshya](http://www.wingshya.com/) Fashion labels are flocking to all available mediums to showcase their collections, and one of the latest endeavors involves the Rodarte + Maggie Cheung short film by Wing Shya. An ethereal masterpiece of its own, Shya's short film creates something that can be appreciated beyond the fashion showcased, while expressing that appreciation within the fashion itself. The Rodarte + Maggie Cheung short film focuses on mesmerizing movements that lift each garment as though ghosts were whirling around them. Add amazing cinematography, vision and clothes--how could this film be anything but a masterpiece? ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 68% | Activity: 99% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Fashion Film Marketing:** The trend of fashion labels leveraging short films as a medium to showcase their collections is disrupting the traditional runway show format and creating opportunities for visual artists and filmmakers to work with fashion brands. - **Elevated Cinematography in Fashion Films:** The trend of using mesmerizing visuals and ghostly movements in fashion short films, as seen in the Rodarte + Maggie Cheung film by Wing Shya, is disrupting the standard use of straightforward runway videos and creating opportunities for experimentation with filmmaking techniques. - **Fashion as Art:** The trend of expressively showcasing fashion as art in films like the Rodarte + Maggie Cheung short film by Wing Shya is disrupting the traditional notions of fashion and is creating opportunities for a broader appreciation and collaboration between art and fashion. ### Sectors Adopting This - **Fashion Industry:** The fashion industry is seeing an opportunity to redefine how collections are presented to consumers by leveraging short films as a marketing tool, shifting away from the traditional runway format. - **Film Industry:** There is an opportunity for the film industry to collaborate with fashion brands and labels, with the rise of fashion short films like the Rodarte + Maggie Cheung film by Wing Shya, which is pushing traditional limits of fashion marketing and promotion. - **Visual Arts Industry:** The trend of using fashion as a medium for expression in films, as seen in the Rodarte + Maggie Cheung short film by Wing Shya, is blurring the lines between fashion, art, and film and creating opportunities for multidisciplinary collaborations across the visual arts industry. ## Related on Trend Hunter - [Cult Film-Inspired Fashion Collections](https://www.trendhunter.com/trends/beetlejuice-beetlejuice1.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Iconic Fragrance Short Films](https://www.trendhunter.com/trends/diptyques-do-son-collection.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Exploratory Rose-Centered Fashion Campaigns](https://www.trendhunter.com/trends/eva-green.md) - [Whimsical High-Fashion Holiday Campaigns](https://www.trendhunter.com/trends/roger-vivier-holiday-2025.md)