Far from being simply the icing on the campaign cake, films are becoming one of the primary ways fashion brands communicate with their audience. This season a slew of labels old and new came out with enticing videos to accompany their seasonal imagery. More than just pimping out product these videos create an aspirational vision of the viewpoint behind their respective brands.

PRADA

Miuccia Prada‘s esoteric perspective is one of the primary reason’s why Prada is one of the definitive brands of the last century. Steven Meisel takes that ethos and channels it into a chess-centric and haunting film filled with unanswered questions. The presence of  Vanessa Axente, Magdalena Frackowiak, Madison Headrick, Elza Luijendijk, Iselin Steiro & Anne Vyalitsyna certainly doesn’t hurt either.

BIBHU MOHAPATRA

Director Katie Fischer brings Bibhu Mohapatra’s sumptuous fall showing to life with an elegant film that shows the collection’s beauty in great detail, Fischer’s film captures the line’s beauty and its luxury. Kaleidoscopic facets hone in on every last detail; from the snowy white eyeshadow on Mackenzie Hamilton‘s lids to the ombre finish of a showstopper dress.

Bibhu Mohapatra F/W 12 Campaign film from models.com on Vimeo.

T by ALEXANDER WANG

We’re always partial to models over celebrities, but sometimes a little star power works. Alexander Wang brings in hip hop’s fiercest femme, Azealia Banks for the T by Alexander Wang campaign video, directed by Daniel Jackson and styled by Alastair McKimm. Bringing energy, style and her infectious track, Van Vogue to the project Banks feels like just what the doctor ordered.

MIU MIU

Miu Miu’s behind the scenes vid isn’t unusual, but it features the unique pleasure of watching style icon Chloe Sevigny trying on clothes. There are whole issues of Self Service dedicated to this very concept and though Chloe has been on the scene since the mid-90s she’s still an ideal representation of the chic Miu Miu girl.

The always daring Candy Magazine‘s new issue has Chloe Sevigny posing as Terry Richardson and Mariano Vivanco shooting a gaggle of very masculine male faces in full bunny regalia and some pretty serious makeup by the always amazing Alex Box. The focus on the male body is stronger than ever and the fascination with Andrej Pejic shows that new boundaries for male beauty are constantly being reset. Candy’s celebration of transvestism, transsexuality, cross dressing and androgyny seems more relevant than ever. (For more Candy, go to their website).

(Not in order) Andrey Zakharov, Matt Trethe, Sam Lawson, Stefan Pollmann, Thom Morrell by Mariano Vivanco, styled by Luke Day, set design by Gary Card.

Chloe as Terry by Terry Richardson