Fashion trends for Fall/Winter 0809 were heavily influenced by self-expression due to the explosion of user- generated content, interactive campaigns, and inclusive television shows such as American Idol.

These social media platforms have allowed individuals to gain and share knowledge, give opinions, make change and even create movements. As a result, there has been a shift in power from the brand to the public.

Now, companies are scrambling to find new approaches to enhance their brand, share their perspective, and last but not least to gain “street cred”.

One method on the rise is the production of short films. They may feature a behind the scenes or a fictional story to express their brand statement. A short list of labels have jumped on this band wagon, there will be many more to follow.

Among them is fashion label Zulema. This is a great example of a brand that has taken a creative approach to reaching out and connecting with their peers. They recognize the power of multi media and use this tool to express and illustrate their point of view.

Check out this concept film "Virtual Self" Part 1 created under Art Collective Deux Conceptualiste Noir. It features Zulema's Spring 2009 fashion line while discussing the subject at hand.

Some others venturing down this path...

Karl Lagerfeld Chanel/Paris-Moscou Movie

Christina Aguilera "Keeps getting better" for Target.

Madonna for Louis Vuitton LV making of Spring Summer 2009 Campaign.

Yves Saint Laurent Erotic Fashion Film.

Stay tuned for more articles related to this trend.