Why is the importance of movie styling rising today?
During the past, styling in the movies was often left unnoticed.
Even if one could recall some particularly memorable clothing from movies, it was not always the topic of a discussion. Usually, people preferred to talk about the characters, plotlines, or special effects rather than the styling in the films.
It became different once the streaming era appeared.
The footage related to movies is distributed online instantly today. A few days after trailers appear, millions of reposts related to the clothing and styling in the film could be found. Often, viewers begin to communicate about styling and visual identity long before engaging with the story.
How did the situation transform the role of movie styling?
Modern studios realized the potential of stylistic solutions for increasing popularity on the internet. Films such as Barbie, Dune: Part Two, Saltburn, or Wicked became highly popular due to the fact that their styling had become recognizable. The color palette, silhouette, texture, and other elements were discussed on social media independently. The relationship between entertainment and fashion media became noticeable through the emergence of a screen style discussion focused on how the aesthetics of television have affected wider fashion conversations.
The rise of the streaming era has intensified the process significantly.
In contrast with earlier decades when the styling was only seen during movie watching, today the scene could be reused online with the help of edits, short clips, reaction videos, screenshotting, and posts by fans. It means that clothing becomes part of the visual identity with a much longer lifespan.
Celebrity culture is essential in this case as well.
More and more stars wear outfits associated with the visual language of the movie during press tours instead of the outfits designed exclusively for their participation in the premiere. This means that there is a visual connection between the star, the character, and the movie.
Why did the fashion industry react so fast?
High-end houses began to collaborate actively with filmmakers, premieres, and celebrities’ stylists. The main reason for doing this is that any stylish costume or a dress worn during a movie press tour could generate significant online attention that would continue for several weeks. The audiences began to replicate or reference the visual identity.
Interestingly enough, modern viewers pay more attention to visual unity of films and their styles than before.
As a result, styling becomes a tool for creating another story that would support the film. Thus, styling in movies becomes similar to additional content.
This fact explains why movie styling becomes crucial. Nowadays, viewers cannot ignore it since styling is the topic of discussion.
