Luxury cinema: branded films in the platform economy

With the growing economic impact of social media, luxury fashion brands have morphed from design houses into more hybrid studios that produce both material products and digital content by embedding video more fully into their overall communications strategies. Social media have redefined the fashion image by repositioning it as a shape-shifting form of branded content through the dissemination of video on mobile platforms, in which the visual dynamic of the feed (of marketing and data) is, at least in part, superseding the aesthetic framework of narrative cinema.