An Introductory Viewpoint to Fashion and Film

Abstract

The purpose of this paper is to give an overview about the links between fashion businesses and film from a fashion business perspective. It focuses on the idea that digitalization brought much more film use for the fashion industry and that this development has just begun and not ended. This change finally also has an intense impact on the fashion industry, as fashion companies nowadays are content producers with films, too. The resulting closer connection with viewers via social media exposes fashion companies and gives on the other hand new influence potential to the fashion system. An in-depth future research about the fashion and film system is therefore required to develop answers for the current situation. This chapter should be interpreted more as a personal viewpoint of the author to this topic rather than a research paper based on the usual methodological criteria.