It's In His Jeans: Topman Denim Presents Three Short Films

The ever insightful Suzy Menkes took some time earlier this season to ponder the validity of the archaic act of the live runway show in the modern world. Wouldn't a fashion editor be just as well-informed to watch the collection live-streamed on the internet (an increasingly popular venture; just ask the likes of Burberry, Prada and Oscar de la Renta)? But some designers are pushing beyond the confines of a mere virtual representation of the actual show. Designer Gareth Pugh recently presented a psychedelically mind-bending 11-minute video featuring model Kristen McMenamy and lots of strange and beautiful imagery. Honestly, it was hard to see the actual clothing clearly, but why bother? The video was beautiful and more telling than most designer's show.

Topman, not to be outdone, has tapped into its resourced to produce not one, but three videos by emerging director Laurence Ellis. The online campaign focuses its energies on how the brand's denim interacts and aids one's journey -- in this case, three young gents by the name of Henry, Louis and Sid.

While Topman usually has a bit of a hipper, of-the-moment, energetic vibe, these videos set a new tone for the brand -- more dreamy and a bit somber -- an unexpected but much welcomed surprise. It's all very Gus Van Sant. So it seems that everyone from critics to designers and retailers are exploring the trend of the moving image, and ain't it grand...