Paris taxi drivers usually know when it’s Paris Fashion Week.
Not this time, with participants in their homes or offices behind computer screens or hunched over their phones to discover creative films dedicated to the fall couture collections.
Said films ranged from rapid-fire teaser clips clocking in at less than a minute to Dior’s mega production, a 10-minute mythical movie directed by famed Italian director Matteo Garrone that was followed by five minutes of rolling credits.
Plenty of couture houses — even Chanel — kept it simple with films that mimicked fashion shoots or runway shows.
A word of caution to brands: When using the same model and the same music throughout, tedium can set in.
Other films resembled music videos, while a few went for disturbing drama scenes. Here, a selection of highlights and lowlights.
Singer Mika is pitch-perfect as a retro newscaster offering deadpan commentary on Viktor & Rolf’s collection. His description of a spiky coat, part of a gloom-and-doom segment? “There’s a lot to feel angry about and this garment will communicate exactly that,” he intones.
Bouchra Jarrar kept everything close to home, filming twin sisters frolicking in her Paris apartment, where she produced many prototypes herself. Her models also ventured out to a