Imagine March, but 2012 already looks set to top this past year when it comes to fashion films -- with releases from high-street to high-end labels attracting big names including Karlie Kloss and Sofia Coppola. Per week that sees films debuting from your likes of Giorgio Armani, Chanel and Cartier, Relaxnews explores the style video phenomenon and identifies emerging trends inside realm.
Fashion brands seeking to connect to young, digitally aware consumers on the global scale and generate buzz using the mouse click are handing over droves for the video medium. Video sharing site YouTube attracts around 800 million unique visitors monthly, plus a report by US nonprofit "fact tank" the Pew Research Center released says 71 percent use online sharing video sites including YouTube or Vimeo (in comparison to just 33 percent in 2006).

These day there are prizes to find the best online fashion videos, with Prada's Spring 2011 campaign getting the accolade of Best Movie on the New York-based Fashion 2.0 Awards recently.
Fashion website the company of favor began listing the season's best fashion videos last year, even though the British Fashion Council (BFC) recently debuted its new Fash/On Film initiative for London Fashion Week, planning to develop relationships between designers and moviemakers along with hunting out emerging film-making talent.
It's not only the designer brands renowned for their digital savvy for example Burberry and Kate Spade (both indexed by 2011's Digital Geniuses by digital innovation blog L2) which were making waves online either, rich in street stores for example H&M and Topshop getting into around the trend -- the second unveiled its fashion video featuring Karlie Kloss recently while H&M partnered with Sofia Coppola for your Marni for H&M campaign.
As well as on another end with the spectrum, prestigious French jewelry label Cartier has embarked on its most ambitious video campaign thus far, a three-and-a-half-minute spectacular featuring three panthers along with a host of fantasy scenes.

With French multimedia artist and film maker Bruno Aveillan helming the fantastical Cartier ad, the company has taken a creative route with all the campaign. This process with a fashion film continues to be discussed among late, with recent weeks visiting a spate of creative video releases from brands for example Chanel and Miu Miu.
But this is simply not the best way to develop a viral buzz, as releases in the likes of Lanvin and Prada show. As many of the most viewed fashion films of latest years show, everything from creating a big named director involved to doing work in a component of humor can rapidly raise the variety of internet hits.