WilliWear used film as a creative tool for defining the brand’s values and keeping the attention of an audience increasingly distracted by the emergence of new electronic media such as 24-hour cable television news and home shopping networks. Smith wanted film “to be a whole new way to show clothes . . . a sort of fashion photo come to life.”
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Les Levine’s Made in New York (1984) and Max Vadukul’s Expedition (1985) stand out as short films produced by WilliWear that position fashion as a form of entertainment and reinforce the brand’s emphasis on multicultural exchange.