LONDON, United Kingdom — Beyoncé’s "Lemonade" — which premiered on HBO on Saturday night before being made available on Tidal and iTunes — is a smouldering exploration of marital strife and the plight of black women in America. The wildly stylish, hourlong “visual album” (which contains fashion pieces by a wide range of labels, from Roberto Cavalli and Gucci to Hood By Air and Rosie Assoulin) is also an incredibly powerful example of the growing opportunity at the intersection of music, fashion and digital film.

By 2019, online video will account for 80 percent of all consumer Internet traffic, according to California-based technology giant Cisco. But for years, fashion brands have struggled to fulfill the promise of the medium due to a range of issues, from uncompelling creative content and poor distribution strategies to budgetary constraints linked to disproportionate spend on print advertising and the entrenched political power wielded by traditional photographers and their agents. ‘Lemonade’ — which showcases fashion with far more power than any of the videos produced by fashion brands themselves — should be a wake up call.

As the Internet continues to rewire media, Burberry’s multi-tasking chief creative and chief executive officer Christopher Bailey is famous for saying: “We are now as much a media-content company as we are a design company.” But too many fashion brands — Burberry included — create online videos that feel more like traditional marketing than the kind of genuine content consumers voluntarily seek out and share.

There’s a lot luxury brands can learn from Supreme, which published our top film of the season “Pussygangster,” a skate video directed by longtime collaborator William Strobeck, to coincide with the opening of its first Paris store last month. Shot on Place de la République, one of the French capital’s biggest skate spots, featuring skaters like Sage Elsesser, Sean Pablo, Ben Kadow, Jason Dill and Mark Gonzales, the 10-minute film feels more like an authentic, standalone piece of storytelling than a mere marketing exercise.

To be clear, fashion brands like Calvin Klein, Gucci and Kenzo have been upping their digital video game. This season, Louis Vuitton and Adidas also produced interesting films that cut through the clutter. But as Beyoncé’s “Lemonade” makes clear, the online video stakes are high and fashion brands have work to do. Watch our Top 10 Fashion Films of the Season and let us know your thoughts in the comments below.

1. “Pussygangster” by William Strobeck for Supreme

Last month, Supreme released its latest skate video, a 10-minute short directed by longstanding collaborator William Strobeck to support the launch of the brand’s first Paris store. Shot on the city’s Place de la République, a well-known local skate spot, the film is a gritty and honest portrait of urban youth, featuring Supreme riders like Sage Elsesser, Sean Pablo and Ben Kadow, as well as skate icons Jason Dill and Mark Gonzales. With its grainy aesthetic and shaky cinematography, the film stands out for its energy and authenticity.

2. Calvin Klein Spring/Summer 2016 by Tyrone LeBon

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In 1994, Calvin Klein released a controversial campaign for its CK One fragrance. Shot by Steven Meisel, the spot presented an indelible image of adolescent sexuality, featuring a 20-year-old Kate Moss and newcomer Jenny Shimzu. Two decades later, the brand has successfully updated the approach for the youth of today with a Spring/Summer 2016 video campaign directed by Tyrone LeBon and featuring a cast that includes Justin Bieber, Kendall Jenner, Kendrick Lamar, Abbey Lee Kershaw and FKA Twigs, all stripped to their underwear.

3. Gucci Spring/Summer 2016 by Glen Luchford

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