Archive for July, 2011

Down to the barest of bones

Tuesday, July 26th, 2011

Alex Turvey’s latest super short lo fi horror / fashion film for Bare Bones 6.

Illamasqua Born Again

Friday, July 22nd, 2011

“Illamasqua’s new film ‘Born Again’ stars BAFTA winner Vicky McClure. Set in the middle of no-where-in-particular and at no specific time, ‘Born Again’ tells the story of a beautiful young woman on a journey that will define who she will be for the rest of her life. The young woman, throughout, is at odds with the world — tense and on edge — she chases the sun in the hope she will find peace in its setting. We see it in her vibrantly coloured eyes and read it on her vividly painted lips — how this search for her true self has taken her to the edge of reason and sanity and ended in the ultimate act of sacrifice and commitment. Only here, at her journey’s end does she realise that to be born again, first you must die.”

The fashion industry has been creating short films for some time now, not the traditional role of fashion in film, as played by Hubert de Givenchy for Audrey Hepburn, for example, but in the role of fashion house as auteur. And big name directors have also begun to recognise the value of creating short stories where the product is the star, Mike Figgis, James Cameron and Martin Scorsese are among those that have worked with the larger luxury brands.

Fashion’s embrace of film reinforces the not just the feeling of fashion but also the emotion the designer evokes, and cosmetics are no exception. Creating an aesthetic experience akin to having the product explained in store before purchasing it allows the viewer to embrace new possibilities, a backstory that the purchaser will add to if you will. Long may this continue, this new breed of film is the perfect link between the auteur and the brand.