Proof if ever it were needed of fashion advertising's incontrovertible shift towards film, last night the mighty PRADA unveiled 'Trembled Blossoms', a showstopping fashion film, at their 'SoHo Epicenter' store in New York. Directed by the performance artist James Luna and based on James Jean's Nouveau-esque wallpaper seen in the ad campaign, the film is an ambitious narrative fantasy depicting a cyber woman's journey through a magical, illustrated forest.

An army of CGI operatives were enlisted to show her morphing from a Lalique-like blossom, through a pastel coloured meadow and into a splendid, seductive glade, where she meets Pan. The fashion element is subtle yet cleverly handled. She begins as a sort of pale neuter cyborg wearing nothing but PRADA heels and then a mysterious character (a sci-fi stylist?) emerges from the trees and clothes her in the stand-out red and blue check sheath dress from the S/S '08 collection (Look 27, since you ask). Next, Pan shows her how tropical fish can be transformed into multi-coloured PRADA handbags in the shimmering pool at the heart of the wood. Clothes and accessories that appear by magic; it's just our kind of place!

A throng of the great and the good -from Jerry Bruckheimer, Vincent Gallo, Milla Jovovich and David Lachapelle to k.d. Lang, Kim Gordon, Rufus Sewell and Pharell Williams- all turned out to witness the film's launch at the private screening, disproving the common contention among fashion folk that a film alone can't draw an audience. But you can judge for yourself by logging on to prada.com and selecting 'Trembled Blossoms'!