Fashion’s Next Act

Fashion and film have always been intertwined, both built on emotion, image, and transformation. But lately, that relationship has evolved. As Vogue Business noted, houses like Saint Laurent aren’t just dressing stars anymore; they’re producing films. The brand even launched its own production company to back independent filmmakers and create stories that live beyond the runway.

It’s an interesting shift, one that goes beyond marketing. Storytelling has always been part of fashion. I remember when I worked at Coach, we were trained to sell through story, to connect craftsmanship with emotion, making someone feel something about a handbag, not just see its value. But what’s happening now is entirely different.

Fashion isn’t just telling stories anymore, it’s owning them. Brands aren’t waiting for a director to feature their designs; they’re becoming directors themselves. They’re producing films that capture their values, aesthetics, and emotional identity from start to finish. It’s not about displaying their collections on screen, it’s about shaping the entire world around them. The lighting, the dialogue, the tone, all of it becomes an expression of the brand.

This shift from product placement to emotional production marks a new way of connecting. Fashion is moving toward immersion, creating experiences that draw audiences in and invite them to feel the brand on an emotional level.

In a culture obsessed with speed and visibility, fashion is slowing down, focusing instead on depth and meaning. Logos or trends won’t define the next era, but it's emotion —how something makes us feel when we see it, wear it, or remember it —that will. 

Dania Khalife