# Branded Fashion Films The Victoria Beckham Denim Line Mixes Mediums for Marketing By Felicia Moursalien | Published 2011-11-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/victoria-beckham-denim References: [anothermag](http://www.anothermag.com/current/view/1569/Coming_Soon__Victoria_Beckham_Denim_Exclusive) To celebrate the launch of the [Victoria Beckham](https://www.trendhunter.com/trends/resurrected-social-media) Denim line, an exclusive short film has been shot in collaboration with [AnOther](https://www.trendhunter.com/trends/national-advertising-campaign) 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](https://www.trendhunter.com/trends/superflat-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. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 16% | Activity: 41% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Multi-medium Marketing:** Brands are blending different forms of art to create visually striking and meaningful campaigns. - **Fashion Film Marketing:** Fashion brands are embracing short films to showcase their products and engage with consumers in a more artistic and creative manner. - **Artistic Branding:** Companies are placing a greater emphasis on branding through art, moving away from traditional forms of advertising. ### Who This Affects Most - **Fashion:** Fashion brands are leading the charge in mixing different forms of media and creating visually compelling content to promote their clothing lines. - **Entertainment:** The integration of film and art into marketing campaigns creates opportunities for entertainment industry players to collaborate with brands and showcase their talents. - **Advertising:** As traditional advertising takes a back seat, the advertising industry can explore how to develop creative campaigns that artfully blend mediums and represent a brand's message intuitively. ## Related on Trend Hunter - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [Cinematic Fashion Films](https://www.trendhunter.com/trends/the-tiger.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Actress-Backed Handbag Collections](https://www.trendhunter.com/trends/galleria-handbag.md) - [Graphic Fashion Animation Campaigns](https://www.trendhunter.com/trends/superflat-animation.md) - [Iconic Stylish Bag Campaigns](https://www.trendhunter.com/trends/fendis-summer-2025-campaign.md)