After living in Los Angeles for five years we decided it was time to explore the language the city speaks most fluently, film. Entertainment is the constant that is inextricably linked to all facets of the city – it crosses all cultural boundaries, it is the fairy dust that unites the city of angels. It felt like the right time to explore a new medium to express our work.
A Fashion Film uses style and clothing as a means of telling a story. Much like a music video tells the story of a song, a fashion film uses clothing to express character, mood and the zeitgeist of the time it is made within.
We were most excited about how many more people we would be able to touch via a compelling piece of motion content. The idea of creating a narrative film about a collection versus a film of a runway presentation felt intuitive and right.
The mission of a fashion film is to express the vision of the designer or message of the brand. It could be narrative, fantasy, or a mood piece not unlike any other kind of film genre.
It was critical for us to cast an inclusive community of some of our favourite Los Angeles characters. We wanted to be true to our adoptive city and respect the diverse community of people whom we are inspired by and who were our clothes. Hence the casting was a balancing act between fantasy and documentary.
Our friends in Los Angeles who work in entertainment have been incredibly supportive of our work. The film community in Hollywood is a very large family. We learn so much from all of them and look forward to making our next piece.
The inspiration was quite simple…the tradition of wardrobe and screen tests from Hollywood movies. They basically serve the technical function of seeing how clothing, accessories, and beauty look on camera before going into filming. The text that appears on the board next to the actor felt very relevant in the age of digital media where we are constantly presented text and images together on Instagram.
It was our first film so it was definitely a learning curve. We were lucky enough to work with a very season team who guided us through all of the various technical aspects of the process.
We are blessed to have a brilliant team including our friend and longtime collaborator Elizabeth Stewart and the talented team at Paul Mitchell, whom we have been supporting our work since we moved to Hollywood five years ago. The creative input is paramount when designing the collection, determining hair and make up direction for the film and editing the fine details and the mood of the piece.
Be authentic to yourself, your brand, your vision, and your voice and then break the rules!!
We think they are inextricably linked and for our brand inseparable. In the world of social media where content and advertising are virtually the same, the boundaries between creative and advertising are almost indistinguishable.
I think you need to find a way to express your creative vision within the means you have, within the budget you have. Whether it’s a film crew or your iPhone, if you are honest with your point of view, authenticity ultimately will prevail.
Show, don’t Tell