Films have been an integral part of fashion marketing for sometime now but recently we're seeing them taking a much more prominent role in fashion retail. Films of Fashion is a new website that aims to archive  the world's largest collection of fashion films. Including films from current seasons as well as past collections, each film is accompanied by detailed retail information allowing the viewer to purchase any of the pieces in the video.

With the option of browsing the Editor's Collection or searching through videos by label or designer, Films of Fashion looks to reinvent the way customers approach fashion retail and seems like a broader version of previous retail fashion films we've seen like the ASOS' Best Night Ever campaign or Barnaby Roper's Future Catwalk.