Music videos and Fashion Films have had a close relationship since the early days of Fashion Film. In fact, there are those that define Fashion Films as audiovisual pieces that are a blend of music videos, advertisements and shorts. But there are more and more music videos that cross the line and grow closer to the world of Fashion Films; videos that, in addition to music, the visual aesthetics, art direction, photography and styling are decisive factors, and even carry more prominence than the song itself, or the artist for that matter.
Initially distinguishable from one another because of their origin and objective, videos were created to promote a musician’s single, while Fashion Films generally represent a fashion house cinematographically. But what happens when these two concepts merge? When music, fashion, and film have the same importance, when the artist, filmmaker and designer are equally recognisable, we’ve decided, in this regard, to name this new genre Fashion Music Film. We’ve chosen four major musicians, characterised by their innovative and avant-garde nature, as representatives of this particular trend: Lady Gaga, Kanye West, Lana del Rey y Beyoncé.
Lady Gaga – G.U.Y. – An ARTPOP Film (2014)
Directed and starring Gaga herself, filmed in the exclusive Hearst Castle, it includes the participation of the cast of The Real Housewives of Beverly Hills, Andy Cohen and SkyDoesMinecraft. The wardrobe is made up of pieces by Jean Paul Gaultier, Versace, Atsuko Kudo and La Perla, among others, and includes the songs: “Artpop”, “Venus”, “G.U.Y”, and “MANiCURE”, from her third album “ARTPOP”.
Kanye West – Runaway (2010)
This is the second longest video ever, after Michel Jackson’s “Ghosts”. With a script by Hype Williams, and starring Kanye West and the model Selita Ebanks, it has a prologue narrated by Nicki Minaj. It includes the songs: “Dark Fantasy”, “Power”, “All of the Lights”, “Devil in a New Dress”, “Runaway”, “Hell of a Life”, “Blame Game”, and “Lost in the world”, all from the album “My Beautiful Dark Twisted Fantasy”. Philip Lim designed the men’s wardrobe and Martin Izquierdo designed the incredible phoenix costume.
Lana del Rey – Tropico (2013)
Escrito por Lana y dirigido por Anthony Mandler, Tropico incluye las canciones: “Body Electric”, “Gods and Monsters” y “Bel Air” pertenecientes al album “Born To Die — The Paradise Edition”. Protagonizado por la propia Lana del Rey, junto con el modelo Shaun Ross.
Beyoncé & JAY Z – Run (2014)
In connection with the announcement of their joint “On The Run Tour”, Beyoncé and Jay Z launched this fake trailer directed by Melina Matsoukas, using the song “Part II (On The Run)” as the soundtrack. It includes cameos by major Hollywood stars the likes of Sean Penn, Jake Gyllenhaal, Blake Lively, Rashida & Kidada Jones, Don Cheadle, Emmy Rossum and Guillermo Díaz.