Digital Manifesto: High-Fashion Gif Styling
The 256-colour Gif format is being reinvented as a prominent form of serious fashion editorial, confirming the moving image as a key force in brand communication.
New York-based photographer Jamie Beck has taken average Gif animations to a new level, illustrating a story through static image and video. She refers to her work as cinemagraphs and has influenced major brands and publications alike with her surreal and charming compositions.
Spanish label Nina Ricci and British artist Jo Ratcliffe collaborated to create animated Gifs for the brand’s Autumn/Winter 2012-13 campaign. The play on layered imagery proved to be an inspiring and simple marketing campaign.
Likewise, Vogue Hommes Japan's A/W 2012 issue is best viewed online, as all editorial content has been given a Gif-inspired spin. The moving editorials see prints interacting with each other, paper planes flying inside open lapels and moving models, showcasing garments in a way still images never can.