Round Up of New Strands Fashion and Advertising at This Year’s ASFF

At the fourth edition of the Aesthetica Short Film Festival, a new fashion film strand was presented in partnership with London College of Fashion, offering festival-goers an opportunity to experience the sensational films created from the industry. Works engaged with the use of film as a medium to enhance brand image and also offered rare glimpses into the working practices of leading retailers.

As a platform for showcasing collections, ASFF also provided a unique place for filmmakers and companies to reach an audience with a keen interest in keeping up to date with the current trends from the design, lifestyle and cultural sectors. This programme of fashion films which included 24 from top brands such as Vivienne Westwood, Swarovski, Louis Vuitton, Trager Delaney, River Island and Topshop was complimented by a second new strand – advertising.

The advertising films showcased the creative talent from high end agencies such as Partizan and Solab and added a new dynamic to the festival which highlighted successful commercials in an exploration of what makes a great advert. The films were also contextualised with an introduction from filmmakers at Ridley Scott Associates and Sara Wilson, Photography Director at luxury fashion house Jigsaw who questioned the art of advertising and discussed how filmmakers collaborate with brands.

Fashion film is a growing genre, which has an burgeoning and prominent impact upon wider visual culture. The new strand established at BAFTA Qualifying ASFF picks up on an important theme in Aesthetica Magazine. Celebrating the creativity and innovation from the design and fashion world, Aesthetica reports on the major developments from the sector and ground-breaking exhibitions such as Hello my name is Paul Smith at the Design Museum and The Future of Fashion is Now at the Museum Boijmans Van Beuningen in Rotterdam.

The films in the line-up at ASFF included Lorna Tucker’s beautiful film Red Shoes starring Lily Cole inspired by Vivienne Westwood’s Climate Revolution. Alex Turvey received the Best Fashion prize for his observations on the model collective Justanorm with edgy designs by Joseph Turvey for River Island collections produced by White Lodge. The award for Best Advertising film went to The Directors Project by Ben Marshall. An exploration of photography and film with luxury clothing store Jigsaw, this insightful film highlights the creative process behind the scenes and emphasises the role that film can play in brand image.

ASFF 2015 opens for entries in December.

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1. Ben Marhsall, The Direcotrs Project (Jigsaw). Best Advertising Film at ASFF 2014.