« Photography out... Video in »

Though fashion videography has been a working concept for a while, it has just recently hit the mainstream and turned into a solid marketable art form.

The launching point for this fashion phenomenon was Paris Fashion Week '09 during the viewing of Gareth Pugh's collection which was produced by an english fashion-focused video production company called ShowStudio . This widely publicized presentation laid the path for future designers.

In addition to the benefits for producers and designers, a new breed of models is being created and opening the door for a theatrically-influenced industry to develop.   

Here are a few examples

HELLZ SPECIAL DELIVERY & SHORT FILM, "KICKS AFTER SIX" from HELLZ on Vimeo.

Irina Shaposhnikova 09 from pierre debusschere on Vimeo.

Handshake Heartbreak HD from Jojo & Malou on Vimeo.