There is a brief look over on PSFK at the willingness of the fashion industry to explore web video as a marketing tool.
“While a runway show lives for 30 mins at the most, and may be viewed a couple thousand times online, a short video can be created for mere pennies (of course, costs can run into the hundreds of thousands), uploaded to YouTube, gather millions of views around the globe, and live on forever.”
They have links to a few examples, as well. I have to say that most of the stuff I’ve looked at has tended to be very pretty but not very original or remarkable. The fashion industry is a great world for video since it is so visual and dynamic. Now they need to pair up with some good writers to take it to the next level.