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.