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