Fashion is where art and commerce most closely intersect. But until the clothes are sewn and put on the runway, they largely exist inside the designer's imagination. This where the explainer video isn't just useful, but often crucial.
Until the clothes are sewn and put on the runway, they largely exist inside the designer's imagination.
To understand the use of explainer videos and animation in the fashion industry, first consider how anything in fashion is created; it's laid out on the page as a drawing, showing off the color, cut, and style. True, the drawing of a dress is often just the "first draft;" the finished garment may look completely different.
Animation kept simple, however, allows potential clients and corporate buyers to see more of the garment even at the conceptual stage. With animation, a designer can show off how a design will hang, how it will move, and how it'll be worn. A designer can use whiteboard animation, for example, to construct the garment from first concept, slowly drafting in the idea and explaining the goals and construction as the whole garment comes together.
Paired with the first design, animation allows designers to present their concept more fully, and bridge the occasional gap between a designer's flights of fancy and more practical concerns of corporate buyers and consumers.