Fashion films are the future!

Tuesday, 9 July 2013 - 6:34am IST | Agency: DNA
Brands are making movies to showcase their collections.

Fashion is a form of art and like any other art form, it can’t exist in isolation. Today international fashion brands have combined fashion with the power of motion picture to add value to their products and also to enhance the brand’s character and personality. Feast your eyes on a two-minute documentary, which captures the birth of a tweed jacket and is later splashed across all the social media platforms garnering ‘hits’ and ‘likes’ overnight.

Secret Garden 2 — Versailles: Dior
Kalyani Saha Chawla, VP, Marketing, Christian Dior says, “Social media today has become one of the most widely used vehicles for all promotions. Bloggers are coveted by fashion houses and have followers on Pinterest and Instagram across borders and are the latest celebrities on the net. Dior was one of the first fashion houses to make a film with Marion Cottilard, our face of the Lady Dior bag, collaborating with directors like David Lynch and John Cameron Mitchell. Natalie Portman for the Miss Dior ads and Charlize Theron for J’adore perfume have gotten millions of viewers worldwide on YouTube. The diormag.com is one of the most popular sites which showcases the season for us with brilliant shoots and storylines about the collections.” Information presented with this kind of packaging which is short crisp and attractive enough to be watched over and over again definitely reaches out to a wide audience and serves the purpose of promoting without the obvious means of advertising which we expend great resources on in any case as well, she adds.

Once Upon A time: Chanel
This stunningly realised film by Karl Lagerfeld celebrates the 100th anniversary of the first Chanel boutique in Deauville Normandy. Keira Knightley stars as the late Coco Chanel. Not only is Knightley also the face of Chanel’s Coco Mademoiselle fragrance campaign, she is joined in the film by models Stella Tennant and Brad Kroenig, his son Hudson, and emerging actress Tallula Harlech.

Adele’s Dream: Fendi
“Adele’s Dream is a thriller of desire,” says Luca Guadagnino, who produced the short movie directed by Marco Molinelli and Giovanni Troilo. Adele’s Dream is a journey from 1925 to 2013 that underscores Fendi’s capability of revisiting its icons to modern effect while highlighting its Roman heritage. A narrative reel that tells of the oneiric experience of a woman during the ‘lucid’ phase of her dream, suspended between the proverbial am-I-asleep-or-am-I-awake feeling. The film is tinged with a modern version of technicolour and channels a Hitchcock-esque undercurrent, capturing a magical realism and a whispered opulence. It also conveys the juxtaposition of Ancient and Modern Rome with the Eternal city’s geometries and stone textures that recall the grain of the Cuoio Romano leather. The undisputed protagonist is the Adele 1328 bag from the new Selleria line, a bestseller named after the company’s founder that projects her legacy of incredible craftsmanship and detail into the future.

The Director: Gucci
In the 1960s, American movie icons travelling to Rome noticed the exceptional craftsmanship of a local leather shop founded by Guccio Gucci in 1921. They returned to Hollywood and appeared in films with the bags and shoes that would help to make the Florentine brand an international fashion powerhouse. Ninety years later, Gucci’s Frida Giannini is taking inspiration back from the cinema — as well as art, music, and life. The Director, produced by James Franco and directed by Christina Voros, is the story of Gucci under Giannini: The portrait of a designer who has nurtured a deep connection to the past in order to carry forward a legacy into the future. A film in three acts, The Director spans 18 months behind the walls of the fashion house, exploring the intricacies and inspiration behind the quietly brilliant power woman whose own evolution as the creative force behind the brand is as nuanced as that of the storied Florentine house itself.

Caravan: Nachiket Barve
Designer Nachiket Barve who made a short film titled Caravan for his Wills Lifestyle collection says, “I wanted to explore the motion picture format and showcase my garments in a more luxurious way. On the ramp you can’t see the details of the garments which you can capture in these films. Such films tingle the audience’s sense before the show. I projected the film on a wall before the start of my Wills show. The world today is becoming mutli-dimensional and hyper connected. So be it a designer-photographer or a director-stylist, Whatever adds dimension to the product and personality to the brand is welcome. As an artist it is a cathartic experience — bringing your own personality to the clothes.”

Revival:  Surily Goel
Mozez Singh, who directed designer Surily Goel’s film, Revival says, “Today the digital medium plays a big role in brand promotion. It has a wider reach and audiences and these films go viral very easily as compared to a movie theatre. I made two films for designer Surily Goel’s fashion label. We promoted it extensively online and got tremendous feedback. This has been relentlessly happening in the West and India too will see many fashion films.”

Films in India
Ritu Kumar’s The Heist depicted how the showstopper dress was designed.
Surily Goel’s film Revival starring Lisa Haydon, was directed by Mozez Singh.
Nachiket Barve Caravan starring Vipasha Agarwal was shot by photographer Vishesh Verma.
Saloni Lodha’s video Jodhpur Jackie was inspired by Jackie O’s trip to India in 1962.
Pernia Qureshi’s After Hours


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