Fashion is expressed in a multitude of ways, through styling, photography, runway shows, editorial shoots, streetwear culture, and more. Yet, my absolute favourite way, standing shoulder-to-shoulder with styling, is through fashion films.

A fashion film, according to a quick Google search, is a creative audiovisual production that blends fashion, cinematography, and storytelling. More than simply showcasing clothes, fashion films are a complete sensory experience, designed to tell a brand’s story, evoke emotion, and explore ideas that go beyond garments alone.

Through music, lighting, sometimes choreography, and cinematic direction, fashion films transform clothing into characters, giving each piece its own narrative. This fusion of fashion and film creates immersive experiences that provoke thought, inspire emotion, and leave a lasting impression on audiences. In essence, fashion films are the ultimate storytelling package for style.

The African creative industry and its diaspora have produced some incredible fashion films, and a few of my personal favourites illustrate just how powerful this medium can be:

Nomasonto Sunday’s Best, directed by Sizwe Mbiza, is a fashion film that follows the fictional story of Nomasonto, a young woman from the eastern townships of Johannesburg whose love for design and fashion runs deep. The film brings her world to life, showing how style can reflect identity and culture. Yet, what truly draws me in is not only the visual world, but the storytelling. The narration by Liziwe “Mamthug” Kwanini is what captivates and ultimately seals the film’s emotional impact, elevating the visuals into a powerful narrative experience.

Mathlete, a film by Ebeneza Blanche for The New Originals, is set in a Ghanaian boarding school. What immediately stands out is the cinematography and the way the DOP beautifully showcases the collection. The film’s compelling narrative positions fashion as an integral part of the story rather than mere decoration, and that is what makes it so effective.

AfroRomance, a Spring/Summer 2022 campaign short film for Ghanaian brand Ajabeng, is produced by Richmond Ekow Barnes and celebrates young African love at its most glamorous. Written and directed by Rachel Lawerh and Odartey Aryee, the film intertwines fashion and romance seamlessly. I love how the storytelling, the collection, and the visuals flow together as one cohesive world, creating a campaign that feels both cinematic and emotionally resonant.

Much like the recent works from Boyde and Meji Meji, these films highlight how African creatives are using the medium to push boundaries, experiment with aesthetics, and tell stories that are uniquely their own. Fashion films aren’t just about clothing, they are about capturing culture, emotion, and imagination in motion.

For those who love fashion beyond the hanger, fashion films are an invitation: to watch, to feel, and to experience style in its most dynamic, cinematic form.