Fashion ad style videos are the latest “It” thing in Hollywood – and Instagram models are paying big money to jump on the trend

A videographer who is predicting the death of the classic self-portrait-style image on social media says he has been inundated with requests to produce an entirely new type of promotional content for some of the top names online.

Top fashion videography M.CHERiE, formerly known as Swagga BOB, believes having your own fashion ad is the latest “It” thing in Hollywood – and Instagram models are paying big money to jump on the trend.

One such model is Abigail Ratchford, who has more than nine million followers on Instagram – with the influencer leading the move to video.

She has already collaborated with M.CHERiE to produce several clips which, rather than plugging a product, are designed to promote their star.

M.CHERiE believes the trend will take over social media, with Instagram’s traditional selfies popularised by stars like Kim Kardashian being pushed aside in favour of a motion picture.

The artist, from Los Angeles, US, has worked with top names including Abigail, Sports Illustrated model Yuliya Lasmovich and TV host Holly Sonders.

He currently has nearly 250,000 followers on Instagram (M.Cherie._), where he posts collaborations with models and influencers partaking in the new trend.

In one video, Abigail Ratchford poses amongst Louis Vuitton bags, dripping in gold jewellery in a nod to her luxury lifestyle.

In another clip, posted on her Instagram, she wears a white swimsuit and denim jacket, and shows off her modelling range with a series of sultry poses.

M.CHERiE, the self-described “cinematographer of fashion”, described his filming style as “very cinematic” incorporating slow motion shots and focusing on body language and facial expression.

His signature approach moves away from commercial video production and instead incorporates chopped clips and a personalised score for each piece.

The finished product is something the stars can plug on their social media accounts, and the videographer believes they are more interactive than static images.

“The reason I think video is as appealing as it is, has to be that real-time expression and body language – kind of in the same way that reading a text and hearing a person’s voice are different,” M.CHERiE, who has previously worked with Vogue, told Jam Press.

“I love that Instagram is becoming more of a video platform – it gives myself and creatives alike a more effective way to display our art.

“I 100% think social media will continue moving in this direction. I believe with how accessible the tools are for creators nowadays, there’s a constant rollout of quality video content and it will only grow.”

Model Yuliya Lasmovich, who has modelled for GQ, Maxim, Playboy and Sports Illustrated, also collaborated with M.CHERiE on a video advert.

In the clip, Yuliya is wearing bright clothes and sunglasses, and has a towel wrapped around her head as she relaxes poolside.

She is filmed at multiple angles as she shows off her modelling expertise, smiling and posing for the camera, with Calvin Harris’ ‘Slide’ playing in the background.

TV presenter and model Holly Sonders also took full advantage of M.CHERiE’s services, producing a glamorous video showing her close-up covered in silver and ruby jewels.  

On how such videos can benefit influencers, M.CHERiE believes the service helps elevate them to being “notable figures”.

He said: “I believe it’s more about the fact that they can still be their most authentic selves, while putting out the quality video content they’ve always coveted as the notable figures they are.

“I’ve been told from my clients that they’ve felt the most comfortable, most expressive, and that they put out their best work with me. I cherish that and it fuels me to keep raising the bar.”

For M.CHERiE, his reputation means he can afford to be very selective when it comes to who he works with, and even what he produces for them.

He said: “Models, artists and people that appreciate the human body come to me for my style of work – my DMs are very entertaining!”