On one side: Ruth Hogben’s groundbreaking film for Gareth Pugh, which is in the ASVOFF 2009 “Communication” section, featuring Natasha V.
On the other side, Adria Petty’s video for Beyoncé’s new single “Sweet Dreams”, featuring some Gareth Pugh outfits.
No need to say more.
Because print magazines are slow to catch on to the medium of web video, and haven’t yet started making fashion film editorials, e-shopping sites are filling the gap:
Yoox.com’s boutique sister site thecorner.com is presenting Portent, a fashion film project created in collaboration with SHOWstudio and exclusively devised and directed by photographer Nick Knight, to celebrate the introduction of women’s collections to thecorner.com.
Released in tandem with the collections’ appearance online, the film showcases an allegorical love-story expressed through Autumn/Winter 2009-10 fashion including Maison Martin Margiela, Haider Ackermann, Rick Owens and Viktor & Rolf.
As the models sensuously pose on screen to the sophisticated but dramatic soundtrack of violins, the credits for the items appear underneath.
The only thing missing ? the link to put the items in our e-shopping cart.
Watch the film here.
“Beautiful fashion imagery and the people behind it” is what new online creative portal TEST promises us.
Launching September 21st, TEST “fuses new and established artists and aesthetes on a series of constantly changing image-led projects.”
Among the first projects on the site is a film for designer Richard Nicoll’ by director Kathryn Ferguson (see “BILLOW” below) and avant-garde milliner Nasir Mazhar.
It should be interesting to see who exactly is behind TEST and how this project aims to distinguish itself from SHOWstudio, the uncontested pioneer in the realm of avant-garde moving fashion imagery.
The biggest mystery remains of course the business model behind these portals...
Developing story.
Before winning the ASVOFF 2009 Communication prize for her Gareth Pugh AW09 fashion film, director Ruth Hogben was Nick Knight’s film editing assistant for 2 years. In this short interview filmed early in the morning before the awards ceremony, Ruth tells us a bit more about the process of making the film....
