Fashion Films: Drawings on a director's chair

  Last year, a two-minute video of designer Richard Nicoll won bound and gagged by the models before driven into the desert and dumped there the first prize at Berlin Fashion Film Festival inaugural speech.

Shot in collaboration with Italian Vogue and directed by the artist-turned-director Justin Anderson was the short mysterious, cool and sexy. But more importantly, the hijackers were all dressed in the latest collection of the designer. It was a unique opportunity, clothing, shelter present limitations runs or billboards.

"Cinema is a trendy new way to deliver the unexpected, we can give Forgot the industry standard intense notes", read the introduction of Anderson. "This is a way to fuse the traditions or create inspirations. A look into the soul of a dress."

Fashion Films are a big deal these days, so it makes sense to celebrate a suitable event (the second edition of the festival will be held in July this year). And designers are beginning to recognize their force and effect. The advantage for them is booming, the London College of Fashion, now even offers a master's in fashion and film.

In recent years, the film is called viral fashion show in the most creative way to present a designer goods. It is a medium that has been developed by SHOWstudio, the award-winning, founded and directed by photographer Nick Knight, who has pushed the boundaries of fashion online site.

Ritter says, "The Internet, where most people now is the fashion information". "Emissions are broadcast live, people see editorials and interviews read online., If new photos not seen on the internet for the first time in the store in Italian Vogue. Yet the best way to work with fashion over the Internet moves . A moving film is much closer to the vision of the founders. "

Designer Henry Holland, whose most recent film was an MTV-style short model Eliza Cummings dance "the Buffalo Stance" by Neneh Cherry, agrees that the Internet is now a role for the marketing and sale of a label. "The Internet is no longer just a place to buy clothes discount. Now everything has gone online, you need to have great content for this platform. Movies and fashion are one of the best."

While only big brands can afford double page advertisements in magazines, compete in the Internet cottages with the Goliaths of the industry. "The designers wake up to the possibilities of what movies can do this," said Lisa Filippini, co-founder of the Berlin Fashion Film Festival. "By train it is so easy to market your label and spread., You can work with a small budget and whether it is a good idea to have almost the same chance to have the same number of people as a big label with a huge budget to achieve. Some of the best content comes not from major labels. "Turn right and you will quickly see your movie to go viral.

Director Tabitha Denholm said that designers recognize that an interesting concept lead to repeated games. "Ideas are the key. Want you to notice the video and then shared online, so you need something that people do not see," she said. "An I done for Markus Lupfer has right amount of attention, because I go to the scientific literature Sixties referred., but many photographers make films fashion and they see it as an allusion movement. There was a flood of boring movies with a girl with long hair looking sad in a floating dress on a trampoline or something. "In Indeed, with the films above an it girl under Polaroids were so commonplace they have become a genre of its own, before they recently parodied in a wonderfully funny campaign for Viva Vena! Actor Actress Lizzy Caplan, the film took all these pictures of fashion films and he ran with a blown voice ("Sometimes I think in French, listening to old records of the sixties") reacts people. and immediately. divided viewers not only have the chance to see the clothes, but it was a good way to stigmatize the small label.

Humor is a recurring feature in the movie mode, even if the rest of the marketing of the label itself can be taken very seriously. One of the most famous examples is the Lanvin Fall / Winter 2011 video had models Karen Elson and Raquel Zimmermann dancing to "I Know You Want Me" before it is connected at the end of the creative director of the house, Alber Elbaz. Pitbull "The fashion films work very well for my brand, because you can be sure really fun with them," said Holland. "Fashion is often very difficult, while the movies that you are a little more freely. I think that 'it is best if it more as a branding exercise rather than the specific" collection.

In fact, this is the seriousness of fashion in movies these days they secure some big name directors. Last year, Roman Polanski is called a therapy for Prada Starring Helena Bonham Carter and Ben Kingsley. Lena Dunham has done a typically eccentric, best friends, Rachel Antonoff.

But renowned directors are not necessarily the key. "There are many people who make movies of fashion at the moment, but there are a few people that are right in my opinion," says Knight. "But this surprise does me., If you look at the beginning of fashion photography at the beginning of the last decade, there were only a few people who do well for the first 15 years. It was not until 1950 that fashion photography in the way that we is now defined recognize. "

Being as a new medium, Ritter says that people are still working on how best to use it. "We need to work on the parameters. Some people thought that because this is a film you must have an account. I would say you do not, in the same way a large photo of Richard Avedon Twiggy jumping through a gray background looks great and does not have a narrative. many large companies do mini-Hollywood films with masses of money and produce what looks like classic movies. I do not think this is the best use. "

However, a label uses film to market their clothing, whether a highly stylized manner, with humor, fat or tell stories, it is clear that the future of cinema is fashion an interesting question.

"In a sense this is the most exciting thing that has happened in fashion, because it's a big change," says Knight. "In the same way that fashion photography has made the presentation mode at the beginning of the last decade, now photography is no longer the zeitgeist means. Movie mode."