With the growing demand for visual effects within the fashion industry, and fashion film developing quickly as a genre within it’s own right, Mill+ Creative Director Carl Addy headed to this year’s Berlin Fashion Film Festival to talk ‘Hyperbeauty’ and the use of VFX within high end fashion films.
Co-Founder of the festival Niccolò Montanari describes fashion film as ‘an important communication channel’, he comments, "What's interesting is that fashion film isn't just developing and establishing itself as a channel within the fashion industry, but it's also starting to have an effect on the lifestyle industry as a whole.”
An example of this is We Are LA’s fashion inspired ad for Air France titled ‘France Is In The Air’.
Fashion films can often be a creative outlet for directors and artists to create something visually complex and totally beauty orientated. It differs from traditional methods of advertising in that the boundaries can be pushed beyond the conventional TVC format. Niccolo continues, “Fashion film isn't yet fully defined, and that's a good thing! This means that people are still playing with it without worry too much about what category their creative work falls into.
It can be a short-film, it can be an advert or a music video. But as an overall trend, we have seen that traditional advertising doesn't work any more and brands are having to create more than an advert to really engage with their audience.
A fashion film is a film with a strong fashion element - whatever its aim may be.
When it comes to what we look for, we want to show the best of what fashion film has to offer, from traditional advertising to independent work, from commercial films to more artistic productions, from films focused on storylines to the ones favouriting strong aesthetics. We want to show the whole spectrum, as long as it's good.” This year’s winners at the Berlin Fashion Film festival include:
Crème Caramel by CANADA
Award for Best Fashion Film Award, Best Production Design, Best Use Of Music and Best Idea
Miss Dior by Antoine Corbin
Award for Best Casting and Editing
(Read more about the project here)
Pascal Vaughel S/S14: The Naked Truth By Michael Venus
Award for the Best Casting, Best Direction and Best Idea
See the full list of winners here.
“When I look at our winners page, what strikes me is the huge variety of fashion films. Frank, Lisa and I (the BFFF founders) all come from different backgrounds, namely film, fashion, and communication. We look at films from different angles, though there are three main criteria we stand by: a strong concept, good execution and emotional engagement.”
Mill+ Creative Director Carl Addy adds, "Seeing so much strong work back to back it is clear to me that the Fashion and Beauty category of film making now rivals the music industry for imaginative and experimental storytelling. It’s gratifying to see brands adopting brave and relevant content this way.
Hyperbeauty is where we get to create invisible and seamless VFX that maintains the spell of fantasy and desire."