Mae Cornes
Photo Courtesy of Chengge Tan
Fashion films are changing the way we see style. Luxury brands are moving beyond glossy ads into immersive stories that attract audiences. Chengge Tan, an exceptional early-career fashion filmmaker, and assistant creative director who blends old-world romance with artificial intelligence-assisted visualization to push the boundaries of fashion storytelling, is very much attuned to all of these.
While many in his field stick to sleek, high-gloss campaigns, Chengge Tan takes a different approach. His work on Polly Mellen, where he used AI to bring vintage fashion moments back to life, is just one example of his ability to reinterpret history while keeping its soul intact.
Fashion Films: The New Storytellers
Fashion films are taking over the digital space. A 2024 industry report shows that video now makes up nearly 82% of all online consumer traffic. This boom is giving birth to filmmakers who can balance artistry with technology—something Tan does effortlessly.
Chengge Tan is involved in the 2024 CFDA Fashion Award Night, one of the industry’s most prestigious events. Under the leadership of Nian Fish, he and three other assistants helped produce 11 films for four nominees, the 2024 American Fashion Film, and six honoree films.
Tan had his hands full throughout the whole production process–from scanning through archive fashion show videos and stills through YouTube, Magazines, and social media to communicating with fashion designers for related fashion videos and stills, assisting with storyboards and program flow, to physical setup such as finalizing the set design mock-up, live camera route, and even screening design.
All these elements work together for the success of one of the industry’s most prestigious events. Tan’s involvement shows how he thrives and contributes even in such high-profile, detail-oriented collaborative settings.
Photo Courtesy of Chengge Tan
Going Behind the Scenes
Behind every successful fashion film, especially those for prestigious events like the CFDA, Tan admits that there is quite a process. He understands that fashion films must appeal both to the artistic sensibilities of the audience and the commercial goals of designer brands. This blend is crucial in today’s fashion industry, where brands aim to create visually stunning campaigns yet commercially effective campaigns.
Tan, who previously worked as assistant marketing director at Kaleidoscope Consulting, has a marketing and luxury branding background. His experience in fashion design allows him to craft films that relate to the audience’s artistic sensibilities and meet the marketing objectives of designer brands.
For instance, Tan’s experience in fashion design has honed his aesthetic sense, allowing him to develop a distinct style depending on the film’s portrayal, whether chic, romantic, or funky.
From the style or feel, Tan also emphasizes the importance of building and understanding the storyline the brand aims to share. To achieve this, he studies the brand, its history, and its previous campaigns to see whether a signature style has been established or if new methods, such as restoring old materials or using AI-generated imagery, would be more effective. For Tan, combining the brand identity with an aesthetic and commercial feel evokes emotions, which allows the fashion film to connect more with the audience.
AI: A Time Machine for Fashion
Despite its good intentions, AI is sparking debate everywhere, especially in creative industries. Critics worry that AI-generated visuals might strip fashion of its raw, handcrafted appeal, but Tan’s films stand out for their “romantic, soft-focus aesthetic,” a signature style that keeps them distinct from the sharp, high-speed visuals dominating today’s fashion media. Some may fear it replaces craftsmanship, while Chengge Tan sees it as a tool to bring history back to life.
One of Tan’s standout projects involved AI-assisted visualization of Polly Mellen’s 1960s fashion aesthetics. By generating the right prompts and analyzing old footage and photos, he helped create digital recreations of Mellen’s fashion legacy based on specific themes, styles, or eras, merging past and present through technology.
This use of AI allows for the creation of imaginative and detailed visuals that might be logistically or financially challenging to achieve through traditional filming methods. At the same time, by restoring historical films while incorporating AI-generated elements, Tan contributes to preserving fashion history while opening opportunities for new stories to tell.
The Next Frame for Fashion in Film
Fashion films are headed for big changes by 2030, with technology leading the way. Virtual productions are taking over. Brands are embracing metaverse-based runway shows and interactive digital showcases. Filmmakers who blend creativity with tech skills will be more valuable than ever.
As AI-driven audience insights help brands create content for individual viewers, fashion stories will get personal. Chengge Tan’s knack for crafting emotional, visually rich narratives equips him to thrive in the quickly-evolving field.
He says, “We don’t need to choose between old-fashioned ways and new tech in fashion. The best stories happen when we mix them together,” says Tan. “AI helps us dig deeper into what clothes really mean to people, not just how they look.”