By George Leon
Once again and in a few days fashion filmmakers from all over the world are converging to the quaint coastal village of La Jolla, California to compete and showcase their creativity on the silver screen. The most acclaimed visual artists, directors, cinematographers, producers, production designers, fashion designers, stylists, actors and models are for a snazzy show-down of originality and good taste in which storytelling is inherent to the aesthetics of fashion design and luxury brands.
Fashion film-making regardless of the storyline genre chosen to present the product or concept must be seductive and suggestive and at best, memorable. In most cases, fashion film-making serves as the pinnacle showcase of a worldwide fashion advertising campaign. as in the case of Guerlain's The Legend of Shalimar, directed by Bruno Aveillan, starring Natalia Vodianova, Coco Mademoiselle, directed by Joe Wright, starring Keira Knightley and Chanel № 5, directed by Baz Lurhmann, starring Nicole Kidman and most recently Tiffanny's watches, Love (In) New York, directed by Bruno Aveillan, starring Inna Zobova to name a few.
Fashion film-making whether is made for a television spot or for a web interstitial must be visually exalting about the qualities or craftsmanship of the product. From color, form, shape and materials as is in the case for haute couture, daily wear, luxury brand handbags or Manolo Blanhnik-like shoes to the subtle sensory experience of perfumes and cosmetics, jewelry and time pieces, and other consumer and luxury products. The "enduring mystique" of the brand or the birth of a new legend for public consumption rests ultimately on the hands of a talented fashion photographer or on the hands of a visionary film director.
Also see 2015 posters of films in competition here.
For more, visit: LJIFF