What's Happening?
Luxury fashion brands Kiton and Corneliani have introduced a cinematic element to their Fall 2026 presentations in Milan. Kiton showcased its collection through a short film titled 'La Verità del Fare'
(The Truth of Making), highlighting the artisanal craftsmanship behind its garments. The film was presented in a theater-like setting at Kiton's headquarters, emphasizing transparency in their production process. Corneliani, on the other hand, used AI in its short film 'The Gentle Man' to depict touching life moments, aligning with the brand's theme of elegance and kindness. The presentations were held in transformed spaces resembling cinemas, enhancing the storytelling aspect of the collections.
Why It's Important?
The use of short films by Kiton and Corneliani represents a shift in how luxury fashion brands communicate their values and engage with audiences. By incorporating cinematic elements, these brands are able to convey the craftsmanship and emotional narratives behind their collections in a more immersive and impactful way. This approach not only differentiates them in a competitive market but also appeals to a modern audience that values storytelling and authenticity. The integration of AI by Corneliani further highlights the growing intersection of technology and fashion, offering new possibilities for creative expression and customer engagement.
