When movies meet fashion

Published Apr 21, 2016

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Cape Town - While runways remain the primary platform for fashion designers to showcase their work, fashion films are proving to be more popular than ever before.

Favoured by fashion giants such as Gucci, Prada and Miu Miu, merging fashion, film and creativity is becoming a global phenomenon, bringing together brands, designers, style icons and fashion enthusiasts.

The moving images tell a narrative of the brand’s aesthetic and the inspiration behind each collection that can’t be communicated on the runway in under three minutes.

Fashion films are set to be celebrated again this weekend with the third instalment of the Mercedes-Benz Bokeh South African International Fashion Film Festival (Bokeh FFF) that starts today.

Now in its third year, participants will convene at the Two Oceans Aquarium in the V&A Waterfront for three days of inspiration, education, glitz and glamour, all focusing on the marriage of fashion and film.

Budding film directors from around the world have submitted their entries for the Best Picture Award, as well as the special Mercedes-Benz Award.

Capetonian Aidan Whytock walked away with the Mercedes-Benz trophy for his film, The Choice last year.

There are also new award categories this year, including the best Emerging Talent Award, which offers students, start-ups and novices the opportunity to be on an even keel with big-budget agencies and big brands.

There is also the Top Young Designers Fashion Film Award that will be awarded to one of the Cape Town Fashion Council’s (CTFC) top 10 graduates of last year.

The designers were paired with young film-makers, who will make their own fashion film. The winning film will receive a R30 000 prize.

Included in the programme will be the work of British portrait and fashion photographer, John Rankin Waddell, who will receive a Lifetime Achievement Award for his contribution to the world of fashion films.

 

“We have firmly established ourselves as the most entertaining fashion film festival in the world and can proudly say that all the other festivals are looking at us as a benchmark of what is expected at a world-class event.

“Our production is always first class and over the last two festivals we have raised the bar each year,” says Adrian Lazarus, the managing director of the festival.

“Our VIP red carpet gala events are talked about for months. We have the most stylish red carpet in South Africa with loads of press snapping away at the gorgeous celebrities, directors and fashionistas… It is my aim to develop the festival into a four-day affair over the next few years.”

This year the number of entries totalled 500 from 41 countries, of which at least 400 were of a high standard, says Lazarus.

“Although more and more people now have a better understanding of the fashion film, each year we still meet agencies and clients that have not been exposed to this wonderful genre,” he said.

One of the entries for the Best Picture award is A Story About Her from jewellery designer Kristin Weixelbaumer, who celebrated the launch of her Raven Collection under her new premium brand, Black Gold, in Woodstock with the Raven fashion still shoot and the film.

Actress and model Zigi Strydom was the inspiration behind the movie and shoot.

“Zigi embodies the Raven collection through and through with her exquisite, ‘Uma Thurman/Lana Del Ray’ confidence and constantly brave presence.

“She is a raven and you can’t help noticing a raven when you find one.” says Weixelbaumer. The film, shot by Peter Verster Cohen and Stephen Greeff, tells an inspirational love story .

“The film started out as a quick ‘no-mess, no-fuss’ still shoot, but as Strydom started unfolding, the project’s depth seemed never ending… She is a magical woman who is not afraid to dance with her shadows in the moonlight which is exactly what The Raven Collection’s about,” says Weixelbaumer.

“The Bokeh FFF has become a wonderful platform where creative work can be judged on a competitive and international level.

“It is a great way to get brand awareness, especially if it (your entry) gets selected.

“There is more of a feeling that a brand can get across to its viewers with a fashion film. It hits home on a more personal level,” says Weixelbaumer.

Sponsored by Oude Meester, the Best Picture Award winner will receive a Black Magic Camera, lens and accessories worth more than R100 000.

Speakers at the festival will include Catherine Story – womenswear director at Ted Baker UK; Dr Shaun Borstrock – head of design at the University of Hertfordshire; Luisa Sáenz – director at the Mexico Fashion Film Festival, Deborah Ferguson from Contentmode, Edward Winters and Ashley Avis-Winters from Los Angeles Winterstone Pictures, Bryan Ramkilawan from the CTFC, and Dr Mark Vella from 24 Slides.

The event will be broadcast in Africa, and 170 countries globally.

“This year we are focusing on the total experience.

“We have lined up a host of fashion and art installations… giving fashion film enthusiasts the opportunity to sit in the VIP pods to view the more than 100 officially selected films that will be screened each day,” says Lazarus.

“We have also curated a line-up of experts who will deliver demonstrations and master classes in their chosen fields.

“Besides a host of local film-makers, we know of at least 40 international fashion film directors, producers and actors who are coming to Cape Town this year to network and discuss their films.”

Lazarus adds: “I sometimes pinch myself when I think about my initial idea, which was to create a platform to celebrate the innovation and reach of fashion films.

“The power of this medium and the creative geniuses that I have come across, together with our incredible forward-thinking sponsors have allowed us to turn this dream into a leading global movement literally overnight.”

The Bokeh Fashion Film daytime programme is free, while the red carpet events are by invitation only.

For the full programme, visit www.bokehfestival.

The Raven Collection is available online at www.blackgoldjewellery.com, and at Alexandra Atelier on Bree Street.

Nontando Mposo, Cape Argus

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