The earliest forms of fashion films were cinematic fashion shows, "simple displays of gowns which progressed to a story-line built around the display" (Lease, 1976: p11). What have they become now?
What was the message then and what is the message now? As Charlotte Herzog distinguishes, of course there are two different ways fashion can be sold to the consumer through a fashion film:
Firstly, "to position it as the central core associated to the action. Secondly, as an incidental display of fashion which obtains unconscious (and not conscious) judgement by the consumer". (Frederick, 1925, Bruzzi, p4)
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