Looking to break away from the routine runaway show, Tom Ford released a high-energy music video yesterday starring Lady Gaga. The pop star is seen dancing with a number of models—including Mica Arganaraz, Lexi Boling, Lucky Blue Smith and Alex Dunstan—while wearing the brand’s Spring 2016 Collection.
Set to a revamped version of Chic’s "I Want Your Love," the video features vocals from Lady Gaga herself and perfectly captures the sleek, upscale vibe Tom Ford is known for, like velvet sneakers. The four-minute feature was filmed in Los Angeles by director Nick Knight with support from photographic director Benoît Delhomme and art director Trey Laird.
“Having a runway show has become so much about the creation of imagery for online and social media and watching a filmed fashion show can be like watching a filmed play [which is never very satisfying]," said Ford in a statement. "It was a great deal of fun to do and I think that the video captures the spirit of the collection in a way that a filmed traditional show would not have."
Tom Ford isn’t the only brand changing its approach. At NYFW, Givenchy became the first fashion house to open a runway show up to the public. You can be sure that many others will follow in their footsteps, pushing the typical boundaries of presenting new collections.