ARE VIDEO LOOKBOOKS THE FUTURE?

We live in a world where video content is king. Facebook is challenging Snapchat to steal the video social network crown and more and more of the information we consume comes from video. The fashion industry is taking the hint and sometimes releasing collection or lookbook videos along with the standard photos. Patta, for instance, released a video titled Concept of Wind as a part of their spring/summer 2016 collection. Have a look below. 

Having less to do with the collection and looking more like a film student’s final project, the short film is heavy on poetic imagery. Is this the future for lookbook or is this just Patta stretching their artistic muscles?  Let us know your opinion below.