Last week might have been all about the AACTA’s but this week everyone’s eyes were on Melbourne for the AFFA’s the Australian Fashion Film Awards. Filmmakers, fashionistas and a who’s who of fashion and film descended on ACMI to celebrate Australian and international fashion film.
No longer a novelty, fashion film has evolved ever since fashion photographer Erwin Blumenfeld’s trailblazing Beauty in Motion. Films made for Proenza Schouler and Kenzo set the bar high and it was Aussie Hollywood director Baz Luhrmann who ran with the concept to create Chanel’s No5; starring our Nic the world’s most expensive commercial is an irresistible mix of star power and fashion.
Some luxury fashion brands were pulled kicking and screaming into the 21st century ignoring the value of the internet to sell product. Now while many continue to advertise in the glossies, they also understand the the value of creative shareable content. Incorporating a big name allows many fashion films to reach outside the traditional fan base.
The Australian Fashion Film Awards shine the spotlight on Australian video/film makers, designers and brands. The awards showcase the work of some of the country’s finest independent filmmakers. Last year’s winners include Catherine Martin and Baz Luhrmann for Chanel’s unforgettable The One That I Want.
Founder of AFFA, Anastasia Fai says, “AFFA aims to build a profile for creatives in the film industry, both nationally and globally. The profuse response we have received from fellow creatives and industry guests proves that fashion film is ever evolving and is only getting bigger. Our international jury members including Marion Hume, mega-blogger Negin Mirsalehi and Victoria’s Secret creative director Michael Goldberg had a difficult task of selecting the winners.”
2016’s big winners included Ariel Kleiman for Direction of the Paspaley film, Behind the Lens and Radge Ratasphong for Sass and Bide’s Amante Amore. http://affawards.org/