Moving brands: Dior translates collection to online video

Paris – Fashion brand Dior Homme has launched an online video to show its winter collection, moving the items from runway to computer screen.

Directed by photographer Sharif Hamza and styled by Dazed magazine’s Robbie Spencer, the short video is being presented on Louis Vuitton’s online arts and style magazine Nowness, and shows the forthcoming Kris van Assche-designed Dior Homme collection.

Set in a ghostly corridor and shot in a washed-out greyscale, the short film follows a brief moment between models as they pass each other, a scene that director Hamza describes as ‘something like a fashion show that never happened’.

LS:N Global recently explored how luxury brands are collaborating with video directors and taking to online video in an attempt to create viral buzz and to show how the garments look when flowing with body movements.