What is a Fashion Film ? MA students from Production Design and Fashion Design have teamed up to elaborate on this by producing short fashion films to learn to use film language to stage fashion garments. The main characters in the films are the fashion design students garments inspired by Islamic Art.
On Friday the 13th October the Fashion Films will premiere during the Culture Night event 'Eastern Inspirations x Fashion Film' at the David Collection showing 11 very different filmic productions.
Fashion Film is a hybrid genre drawing on several cinematic genres such as music video, documentary, and art film resulting in very different styles and expressions. More and more fashion designers and brands are turning to film production as a means of promoting goods and encouraging consumption through fashion commercials. But fashion film is not only about brand promotion:
“Instead one could argue that fashion film aims to break down boundaries between consumption and representation by relying on cinematic language.”*
Some practitioners as well as scholars stress that the fashion film has emerged from fashion photography - however, fashion and film have quite frequently accompanied each other ever since the beginning of film. Generally speaking, fashion scholar Nathalie Khan argues that the fashion film is characterized by fragmentation, play, and the notions of time. With that said it is not until the last decade or so that the fashion film has evolved into its own independent practice with often very diverse aesthetics.
An important factor behind this development is the digital revolution in camera technology allowing more individuals as well as professionals to engage in film making. In fashion communication there has been a simultaneous acceleration of the use of the Internet and social media platforms to showcase fashion content. This has given the fashion film fertile conditions for development and allowing an online presence through digital dissemination. Today, fashion film must be considered an entity of its own - certainly due to the growing number of Fashion Film Festivals emerging around the world.
Therefore with the course Fashion Film we encourage the MA students to dive into the creative realms of fashion photography and cinematic language in order to show and stage fashion garments and develop the fashion film genre even further.
Stay tuned for the results ! In the meantime have a look in the gallery.