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.” 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.