Fashion goes online with art house cinema-style shorts

04/25/2010 | Wall Street Journal, The

Fashion designers are maintaining their high-end reputations online with arty short films such as "Four Play," a two-minute movie featuring Christina Ricci and a Donna Karan shoulder bag. Fashion houses from Rebecca Taylor to Yves Saint Laurent are turning to similar short films to coincide with runway shows, seeking viral buzz without the expense of TV buys.

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