Fashion brands are leaning into micro-dramas to showcase autumn collections. This is part of an evolution of visual storytelling, uniting fashion, film and entertainment – and it’s everywhere.
Marc Jacobs tapped Rachel Sennott to create The Scene to show off its Scene bag. Balenciaga released a series of minute-long shorts starring Sarah Pidgeon, directed by Celine Song. JACQUEMUS launched four vignettes starring Pamela Anderson and her sons Brandon and Dylan Lee. Burberry’s A Good Sport promo is football-coded, featuring stars from screen, sport and fashion: Stephen Graham, Lucy Punch, Rosie Huntington-Whiteley, Romeo Beckham, Declan Rice and Ebere Eze. It had more than six million views on Instagram in the first 24 hours.
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It’s not just luxury that’s getting involved. Aritzia’s summer campaign featured creators Ruby Lyn and Lily Chee for its ’90s nostalgia piece, Everyone’s Talking About Terry. Adidas’ Backyard Legends drama saw Timothée Chalamet weave a shaggy dog story starring Lionel Messi, Bad Bunny, Jude Bellingham, Lamine Yamal and Trinity Rodman. The short has 43.7M million views on Chalamet’s account alone.
@corq.studio Micro-dramas are taking over fashion’s autumn campaigns. From @Burberry to @adidas, Pamela Anderson and her sons for @Jacquemus, and @RUBY and Lily Chee for Aritzia, fashion-tainnent is the future of digital campaigns #fashionmarketing #marketinginsights #influencermarketing #fashionbrands
The microdrama trend is part of a brand evolution that CORQ has been tracking: “Fashiontainment” as an essential source of community and audience. Companies adopting an entertainment-first policy are thriving. Leading with entertainment value and letting brand integration feel incidental is a powerful blueprint for content right now.
By Emilie McMeekan, insights director at CORQ. Picture credit: Balenciaga and Burberry
