Candice Swanepoel, Marc Bouwer

"The fashion show, the walking up-and-down, the turn-turn-turn -- it's really become cliched, a thing of the past," designer Marc Bouwer said Thursday evening at a viewing party for the premiere of his Fall 2010 runway film.

His film stars fellow South African expat and Victoria's Secret model Candice Swanepoel modeling his Fall 2010 collection against a celestial background. Dutch designers Viktor & Rolf employed a similar technique with Shalom Harlow for their Spring 2009 show.

Mr. Bouwer is not new to runway fashion films. The Fall 2010 film is his fifth one. (His Spring 21010 video starring Lydia Hearst has garnered nearly 45,000 views on YouTube since its debut last September.) The move to films was borne out of frustration with the spectacle at the Bryant Park tents, he said. "It was a frustration of how many shows there were at Bryant Park, and the frustration of getting a good time slot," he said.

The film cost around $20,000 to make, Mr. Bouwer said. It can cost up to $200,000 to show at the Bryant Park tents. As to how he might top himself next season, the designer half-joked that he was looking into 3-D.

View Marc Bouwer's new Fall 2010 video: