Today after work I attended a really enjoyable talk about fashion films, the speaker was Marcus Werner Hed a very interesting man who is one of the first to participate in this fairly new form of filmmaking. He defines fashion film as being a moving image that is part of a fashion brand's ad campaign basically it takes the still image, traditionally used in fashion, a step further. This makes perfect sense when he later highlights that clothes move along with the wearer therefore the best way to capture this is with a moving image. He showed us clips from several of his films below is one that he did for the knitwear designer Sandra Backlund. Above is a still image from one of the short films he collaborated to produce which makes up 'Louise Goldin: Unravelled' a series of 10 short films that tries to capture the design process of Louise Goldin's Autumn/Winter '09 collection.
To learn more of this pioneering filmmaker check out the site of his production company, Pundersons Gardens (http://pundersonsgardens.com/). May I add something that geeky me thought was very interesting, Mr Werner Hed mentioned that they only used digital cameras for these films as it was the most time and cost effective way to deliver the final piece and they obtained interesting film style effects through different lenses instead of different films like for example 35mm.
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