I might be incredibly facetious here but it seems that the underlying trends when it comes to the new waves of promotional fashion film are dirty sub-bass dubstep sounds and flashing your boobs. When you think about it, this all makes sense. No, really, it does.
Fashion videos are about movement and highlighting contrast. The dark of Gareth Pugh's matt leathers and Alexander Wang's rich velvets contrast with harsh bright light on pale skin. The baring of more skin provides more of a contrast. The whirling, the dancing and the lady parts on parade all provide part of the initial aesthetic experience.
Dubstep has a lot of bass. A LOT of vibration. What better music to pair with hot models in dark places? There's no real point in me explaining any further. Watch the videos and make up your own mind (NSFW, in case you didn't already know).
Music by Lukid
Music - The XX - Infinity (flufftronic remix)
P.S - The Licentiate column is out today in The Cork Independent. You can read here .