The popularity of animated gifs has certainly seen a rise in recent years becoming kitsch again. With so many annoyingly crap ones littering the web, it’s refreshing to see something a little more sophisticated.
These have a surreal feel, a captured moment, looping for all eternity. They have a charm, which translate well into fashion photography for retail sites. You can see examples of cinemagraphs here. All credit to the creators, they are simply magic.