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Fash/On at London Fashion Week

Monday, September 17, 2012

The sporting Olympics may be over in London, but there's no time to be glum as serious style hits the streets for London Fashion Week. Earlier in the year the British Fashion Council launched a nationwide search for emerging film-making talent, to participate in their mentoring programme. The winner of this scheme was Abbie Stephens, who as a result has created a film for leading British designer Emilio de la Morena's spring/summer 2013 collection.



White Lodge, in conjunction with Emilio and the BFC, created a film brief and treatment guide which was then disseminated through social networks, schools and universities to invite submissions. From a long list the Fash/On Film panel, including film maker and curator Kathryn Ferguson and Vogue UK Creative Director Jaime Perlman, selected Abbie to shoot the film. To provide a real career-changing opportunity, the entrant criteria stated that applying directors could not be a signed or represented and they had to have less than two years paid commercial experience.



The final product was a true team effort with support from a large number of organisations making it a reality. Panalux provided lighting, Arri supplyed a camera package, MAC sent a make up artist for the day and Toni & Guy provided a hair stylist. (And of course, the grade was done by Luke Morrison here) All of the crew involved also provided Abbie with mentoring support both technically and creatively.



Abbie's Fash/On film premiered at London Fashion Week @ Somerset House on Friday alongside other curated fashion films from designers including Mulberry and Louis Vuitton.