FASHION FILMS. FASHION'S ANTIDOTE TO COMMUNICATION CRISIS SITUATIONS

Introduction: Fashion, as an essential component of cultural fabric, was drastically impacted by the crisis triggered by the pandemic. In response, brands adapted, turning to fashion films (FF) as a means to maintain visibility of their collections in a context of social distancing, thereby solidifying their presence on social media. Methodology: The study was based on the analysis of 44 FFs published on YouTube between mid2020 and late 2022. It was supplemented with a Likert questionnaire directed at 162 experts and educators to gather perceptions of their impact. This mixed methodology, combining qualitative and quantitative approaches, allowed for understanding how FFs became a crucial tool during the health crisis. Results: FFs proved effective in overcoming communication barriers during the crisis, leveraging their ability to spread widely on social media. The convergence of branded content and transmedia amplified their impact, especially among younger generations. Results indicated a positive reception and high propagability of these 2.0 audiovisuals, positioning them as an effective tool for addressing adverse situations. Discussion: The adaptability of FFs during the crisis underscores their ability to maintain brand relevance in a changing environment. The convergence of marketing strategies has contributed to their success, although it's crucial to consider their future evolution and effectiveness in different contexts. Conclusions: In summary, fashion films have proven to be a valuable tool for addressing communication challenges during the pandemic. Their ability to maintain brand visibility in difficult times and their widespread acceptance among audiences suggest they are an effective strategy for maintaining public engagement in adverse times.