From July 26 through the 28, fashion film professionals came together for the Third Annual La Jolla Fashion Film Festival. Held at the Museum of Contemporary Art San Diego in La Jolla, Calif., this was one of the world’s largest celebrations of fashion films which gathered producers, directors, film critics, photographers, fashionistas and bloggers.
Instead of screening full-length feature films like past festivals, this year’s festival featured short fashion films running between forty-five seconds and five minutes long. Fashion film is a new genre and a distinctive category in the film industry that has become more popular in recent years. Many films resembled fashion advertisements and editorial spreads which came to life on the screen. Many conveyed larger themes and ideas than just models, apparel and accessories. The film fest showcased top selections of over 6,000 films made within the last year. Among the elite were films directed by Karl Lagerfeld and photographer Bruce Weber.
Here are the results of the LJFFF 2012 awards:
Best Hair & Makeup: Charlie Wan
Best Music: Luca Finotti
Best Cinemotography: Jason Matzner
Best Creative Concept: Carlo Dalla Chiesa
Best Picture: Indrani Pal-Chaudhuri
Best Director: Indrani Pal-Chaudhuri
Best Fashion: Indrani Pal-Chaudhuri
Best Special Effects: Indrani Pal-Chaudhuri
Famed director and fashion photographer Indrani Pal-Chaudhuri swept four of the eight award categories. She received the Best Picture award for directing her 2011 short fashion film, “The Legend of Lady White Snake: A Tribute to the Spirit of Alexander McQueen.” Starring fashion icon Daphne Guinness, the film was shot in New York City and featured dramatic imagery, mystical elements and stunning fashion pieces.
Already having been previewed at the Museum of the Fashion Institute, the film had its West Coast premiere at the La Jolla Fashion Film Fest. Her appearance at the film fest added anticipation and excitement to the event that captured the imagination of fashion lovers everywhere. Her award for Best Picture also earned her the RED Camera Award, a brand new Red Epic Camera, which was presented to her at the awards ceremony.
President of RED Camera, Jarred Land, took pride in being a part of the festival, “Much like RED, the La Jolla Fashion Film Festival celebrates the merger between fashion photography and cinema so a relationship between the two of us was inevitable. Our long term association with the festival will enable fashion filmmakers worldwide to share in RED’s passionate commitment to the convergence of both still and motion,” said Land.
La Jolla Fashion Film Fest producer, Fred Sweet, was honored to work with such a renowned film professional and to be supported by RED Camera, “To have a Hollywood legend like Jarred Land make a commitment like this shows the worldwide fashion film industry is coming into its own. We couldn’t be more honored than to be associated with the movie industry’s preeminent camera provider,” said Sweet.
During the festival, aspiring filmmakers, professionals and attendees took part in seminars headlined by Sydney Levine and Peter Belsito about how to pitch and produce short films. Industry lunches and after-parties took place throughout downtown La Jolla.
Sweet is already requesting for sponsors and planning for next year’s 2013 film festival which will take place on July 25, 26 and 27.
To learn more about the La Jolla Fashion Film Festival, visit www.LJFFF.com.