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100 Years of the Fashion Film: Frameworks and Histories

This peer-reviewed article (7500 words) is the result of a paper delivered at the international conference ‘Fashion Media: Yesterday, Today and Tomorrow’, organised by the London College of Fashion in October 2013. The article is the first to outline a preliminary history of ‘fashion film’ pioneered by the website SHOWstudio.com and subsequently widely adopted by global fashion brands. Challenging the fashion industry’s assumption that this ‘genre’ is the emerging product of the ‘digital age’ (an assumption which is typically mirrored in the way some recent academic writing has framed it), the article demonstrates that the fashion film is a multifaceted form that can be traced as far back as the emergence of cinema. It also broadens the understanding of the form by carefully considering it within the framework of multiple disciplines and areas, namely cinema and the new media, fashion, entertainment, art film, performance and more generally, cultures of movement.