To celebrate the launch of the Victoria Beckham Denim line, an exclusive short film has been shot in collaboration with AnOther Magazine. Directed by Quentin Jones and styled by AnOther's fashion editor Agata Belcen, the fashion film, called 'Steps for 2,' will showcase Beckham's Spring/Summer 2012 line in an artistic and creative fashion. The film uses quirky animation and a 'french new wave' style to showcase the jeans.
The short fashion film is part of a new wave of marketing. By melding mediums of art, such as fashion and film, companies allow consumers to connect more deeply with a brand or fashion item. As a branding and marketing technique, it is an important shift away from traditional advertising such as commercials.
The Victoria Beckham Denim line and its use of film and art is a brilliant and altogether more pleasant marketing approach.