Rag & Bone, Bottega Veneta, and Givenchy released new film campaigns. 

Fashion films have been around for some time, but they&#39;re mostly&nbsp;there to serve as complementary ads&nbsp;to print campaigns and shows at fashion week. But now, with the&nbsp;digital-first and mobile-friendly culture, brands are turning to more democratic and effective ways to spread their campaigns. In one click, everyone can see the full collection on YouTube &mdash; even Rag &amp; Bone prefers a fashion film over the runway. With moving pictures, brands have more freedom to tell their narratives, while combining music and cinematography at the same time. But can&nbsp;films replace traditional runway shows?

This morning, Rag &amp; Bone released a six-minute fashion film starring actors&nbsp;Kate Mara and Ansel Elgort. The brand&rsquo;s Creative Director&nbsp;Marcus Wainwright&nbsp;decided to show the entire collection in the Why We Can&rsquo;t Get Along film rather than at New York Fashion Week. This doesn&#39;t come as a surprise.&nbsp;Before Rodarte and other designers opted out of a runway show this season, Rag &amp; Bone has been anti-runway since last year &mdash; for the Fall 2017 collection Wainwright exchanged a show for <a href="https://www.nytimes.com/2017/02/10/fashion/marcus-wainwright-rag-and-bone-photography-show-new-york-fashion-week.html">a portrait exhibition</a> in his 13th Street studio.

&nbsp;&ldquo;This is way more dangerous, way more inspiring, much more complicated. If I&rsquo;ve got to spend three months organizing something, I&rsquo;d rather it was this than a show,&rdquo; told Wainwright to the <a href="https://www.nytimes.com/2018/02/01/fashion/ansel-elgort-kate-mara-kandi-reign-rag-bone-film.html">New York Times.</a>

Watch Elgort roll in a wheel and Mara&rsquo;s hip-hop moves to the soundtrack by Thom Yorke, lead singer of Radiohead, below:

Rag & Bone Film 

For its Spring 2018 campaign, the luxury brand decided on a six-episode cinematic film, titled Reflections. The first episode, Mirragio, features model Vittoria&nbsp;Ceretti walking with a handbag on fire, towards a burning car (very different from&nbsp;Bottega&#39;s usual classic style). A new vision for Bottega&nbsp;is coming our way, especially with the brand&#39;s first show in New York next week&nbsp;instead of Milan.&nbsp;Director Fabien Baron said in the press release, &quot;What was important to us was to tell the Bottega Veneta story through the most narrative medium available today; film.&quot;&nbsp;

Watch the first episode below:&nbsp;

Miraggio 

Directed by Steven Miesel, the new Givenchy Spring 2018 ad campaign is a paradox. Young models in rock-inspired outfits roamed around an old, abandoned mansion, as they stare at reflections of themselves through ancient-looking mirrors. The film is both outdated and relevant. On one side, it portrayed the self-absorbed society we are living in today (hence the models repeatedly looking at their self on mirrors). And on the other side, they were chasing a cat and clapping with each other &mdash; not to mention the whole film was shot in black and white.&nbsp;

For her <a href="https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/givenchy">Spring 2018 ready-to-wear</a> and couture&nbsp;collection, Creative Director Clare Waight Keller turned to Hubert de Givenchy&#39;s sketches and adapted it to be modern today. And the fashion film&nbsp;captures that nuance.&nbsp;

You can watch the clip <a href="https://www.thecut.com/2018/02/steven-meisel-shoots-spooky-and-stylish-givenchy-ad.html">here</a>.

Can Fashion Films be More Important Than Shows?

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