Animated Glamour
The fashion industry boasts a vast collection of iconic promotional avenues. Many fashion ads become memorable not only for their compelling visual appeal and striking imagery, but also for their potent storytelling.These ads often weave narratives that call forth the brand true identity, forging a deeper connection with the target audience.
Therefore, animation proves to be an ideal medium for crafting compelling visual stories. Its inherent use of movement and vibrant aesthetics works perfectly when it comes to capturing attention and maintaining viewer interest far more effectively than static or purely human-driven content.
Animation in advertising dates back to the early 1900s, when brands first began experimenting with just simple illustrations and sequential images. These early advertisement pieces mostly relied on techniques like flip books and sequential art to create the illusion of movement. With the rise of the digital age, animation became significantly more accessible, and computer-generated imagery (CGI) opened up vast new possibilities for creating stunning and complex visual narratives.
More recently, some fashion houses have chosen fully animated ads, leveraging unique visuals to captivate their audiences. In an era of growing concerns surrounding AI-generated content, the evident creativity and deliberate intention behind these animated visuals underscore the enduring potential and relevance of human artistic vision.
Hermès, for example, has ventured into creating striking animated short films that continue to elevate its signature craftsmanship to a new dimension. Collaborating with diverse animators and illustrators, each bringing a unique animation style, these films are often driven by a sense of curiosity and accompanied by soft soundscapes. They poetically transform products, with each film reflecting the particular style of its illustrator. Recent collaborations include works with Geoffroy de Crécy, María Jesús Contreras, and Annie Choi, among others.
@hermes Animation by: @mariajesuscontreras © All rights belong to their respective owners. No copyright infringement intended.
In a similar move, Loewe engaged New York-based animator Annie Choi, who is known for her distinctive anime style, for a series of its recent advertisements. Her creations for Loewe's Spring/Summer 2025 collection in Japan include "Spring into a Dream," a dreamlike ad that playfully incorporates the brand's logo. Featuring Japan-exclusive pieces, such as adorable daisy and frog charms, this collaboration infuses a whimsical touch of luck into everyday life. Choi's work is characterized by surreal elements and soothing movements, which evoke an atmosphere of nostalgia and serenity, recalling peaceful and reflective moments in daily life. Even though animation is not a new trend in advertising, this creative resource is now being strategically embraced by major fashion brands. It has lately been used to showcase originality through pieces that don't directly "sell" the product, but rather captivate attention with evocative short films. These narratives go beyond the ordinary, aiming to inspire the audience by adhering to the unique artistic perspective of the animator. Fundamentally, animation allows brands to easily think outside the box and push the boundaries of their messaging. Just as fashion itself thrives on creative innovation—constantly seeking new concepts, exploring different aesthetics, and developing groundbreaking designs—animation provides a fertile ground for experimentation, enabling the creation of truly unique and impactful advertisements for products.
