Each year, the New York Fashion Film Festival gathers aficionados of fashion and film for an evening of exploration and discussion about this new genre of fashion film. The festival is a collaborative effort between Stephen Frailey, Bon Duke, Chris Labzda and Jimmy Moffat and is held at the School of Visual Arts in Manhattan.
The festival highlights the best fashion films of the year, and doesn’t differentiate between films shot by novice filmmakers and those backed by big budgets and a Coppola. Showcasing emerging talent is important to the founders of the festival, as the genre of fashion film continues to mold and evolve. In the last decade the prominence of fashion films have grown exponentially. Easier access to equipment, and the ‘more-is-more’ work ethic we’ve adapted to as a society has lead creatives to explore their talents in many different fields . This kind of attitude is what has allowed fashion designers such as Tom Ford the opportunity to try their hand at directing. The festival echoes this attitude, as it offers a platform for directors who are able to work in different disciplines.
Fashion films demand a fine balance – they must be able to show the clothing without actually having the clothes overpower the narrative – to sell without being overt. Fashion films continue to grow and evolve each season as it becomes increasingly more popular for fashion houses to show a video alongside each collection. It’s been a fast turn around time, helped by the advent of social media and the global reach of these films. And they do not disappoint. From elaborate, sweeping productions to reviving hilarious sitcom characters, directors have blended so many genres to create the new genre of fashion film.
Because fashion films have become so integral to the business of fashion in such a short amount of time, it leads to many questions about its future in fashion. What other interactive opportunities could come from the merging of fashion and video? Will still images and fashion films live side by side?
We headed to Manhattan to interview three of the four partners of the New York Fashion Film Festival, and asked them to share with us their opinion on what makes a good fashion film, their first recollection of a fashion film and their plans for opening up the festival in other markets.