Lazy Oaf is another brand who's fashion stories containing gifs I thought worked really well. Again, its the combination of both still and and moving image which I want to experiment with.

They use these GIFs as part of editorials to add another aspect other than flat stills, something I really like as its understated but still creates another dimension for the stories to sit in. They're so simple; literally an infinite loop of two images but together with the speed and in combination with the still for the first example, and the fact its such a subtle movement in the second that it still works as a still.