Evoking happiness through visual storytelling in luxury fashion films: A case study

In the dynamic scenario of luxury fashion, visual storytelling has become a crucial tool for brands to communicate their identity and connect with consumers emotionally. Fashion films (FFs) play a significant role in conveying brand narratives, aesthetics and values in an era where visual content dominates and consumer attention spans are limited. This study examines the intricate relationship between visual narrative elements, storytelling and the components of FFs within luxury fashion, using Storytailors’s Palindrome: Happiness Hunter collection as a case study. The research aims to understand how these elements contribute to brand storytelling and identity building, the integration of storytelling into FFs and the representation of happiness in luxury fashion. Employing a multi-phase, qualitative approach that includes secondary data analysis, aesthetic analysis and primary interviews, this study explores the aesthetic, visual and narrative strategies employed in the collection and their impact on consumer perceptions and behaviours. Findings suggest that visual narrative elements in the Palindrome: Happiness Hunter collection significantly enhance the brand’s storytelling and identity building. Furthermore, the integration of these storytelling elements in FFs fosters a deeper emotional connection with consumers, effectively presenting the relationship between happiness and luxury fashion. This study highlights the importance of visual storytelling in differentiating luxury fashion brands in a competitive market by creating emotionally resonant experiences that promote consumer loyalty.