The (in) visible charm of the Fashion Film Festival - Icon

The (in) visible charm of the Fashion Film Festival – Icon

Beauty and amazement, myth and legend, contemporaneity of languages, trends and style exercises. Cinema and fashion meet in a combination of flavors and atmospheres thanks to what we now define a real artistic phenomenon, the Fashion Film. Works, small, large, created by young designers and videomakers, as well as by established directors, to reinterpret, in a creative and personal way, the philosophy of a brand. We are not talking about advertising, but about real visual paths, in which more and more topical issues emerge, from technology to sustainability (the ‘green’ aspect of the world) and idealistic struggles (as in Now by Jim Rakete), from the craftsmanship of the sector to social inclusion. Because it is not just fashion, but fashions. Aspects, commitments, ideals, which today are worth as much and as (perhaps more) than the simple runway dress. Indeed, what interests the great international fashion houses is that of bypassing narrative schemes, going beyond genres (or rather generating new ones), as it has recently done. Balenciaga in a fun job inserted in the Simpsons universe, or as, just last year, a great creative director proposed himself as Alessandro Michelefounding the GucciFest, its first virtual edition, a digital catwalk, intent on highlighting the evolution of the union fashion-moviesmaking a miniseries himself, with a name like Gus Van Sant.

But to open the glimmer of light and sensations, some time ago (the context has been the Venice International Film Festival for some years) was Miuccia Pradalaunching a real consolidated appointment, theMiu Miu Women’s Tales‘. Fashion film, directed only by female directors, coming from the most diverse countries (from the late Agnès Varda to Alice Rohrwacher) trying to ‘use’ their own way of seeing things, in favor of the Maison. Prada (the Foundation of the same name in Milan is an extraordinary incubator of ideas) has thus moved between virtual reality, exhibitions-events, tributes, such as those conceived by Francesco Vezzoli (Love Storieso TV70 on Rai), reviews (created by directors such as Wes Anderson or Pedro Almodòvar). The result: a chain trigger, which by now almost everyone has received as a new form of communication, starting with ‘King’ Giorgio Armani, who in his Armani / Sylos has launched a ‘laboratory’ a few years ago (it is much more ) inspired and full of inspiration.

The Milan Fashion Film Festival

Following the direction, in this sense, the perfect platform since 2014 is the Milan Fashion Film Festival (which among the partners also has Xiaomi) designed by Costanza Etro Cavalliwife of Kean Etro, artistically directed together with Clara Del Nero, illuminated by putting together the best of a panorama full of projects, short films, documentaries, real jewels in movement, to confirm how much in fact the symbiosis, between Cinema and Fashion, is not only referred to the costuming aspect or scene, but if anything to a visionary desire, in continuous experimentation. An event (visible online until January 18) that will once again be developed on three platforms: that of the National Chamber of Italian Fashion, the official website of the Festival, and the streaming film platform of

An international festival composed of a jury chaired by Pierpaolo PiccioliCreative Director of Valentino, and composed, among others, by the actress Alba Rohrwacherby the photographer Vincent Peterse Arturo Galansino, Director of Palazzo Strozzi in Florence, called to see 260 works from over 60 countries. Numbers, which if we consider the previous editions of the Fashion Film Festival, make us perceive how much production has grown, and where it is turning. Among the categories of this eighth edition (15), that of Best Italian Fashion Filmwhich rewarded the splendid ‘The Magic of Suits‘, directed by the videomaker-animator Virgilio Villoresi per Brunello Cucinelli. A creature in stop motion, just over a minute and a half, to describe the craftsmanship of the brand and the ability to make people dream through attention to detail, manual skills. In a tailor’s shop, between fabrics, threads and buttons, the magic of tailoring comes to life, creating a world halfway between dream and reality, a real tailoring workshop where fabrics, sketches, mannequins, needles interact on stage like actors on a stage, dancing in unison.

But within the Fashion Film Festival it will also be possible to attend talks, presentations, previews, as for the latest work by Olivier Dahan, author of Life in pink (biopic su Edith Piaf) and Grace of Monaco (on Grace Kelly), entitled A Folk Horror Taleto translate the dreamlike and unique universe of John Gallianoas much as the documentary about Elio Weather in Fiorucci, Free Spirit (it will pass on January 18th evening), directed by Andrea Servi and Swan Bergman: the opportunity not to be missed, precisely to rediscover one of the absolute, rebellious and free geniuses, reviewing his universe of colors, spellings, intuitions made extremely of crucial faces, starting with Andy Warhol. And so, to mark on the agenda, too Step Into Paradise by Amanda Blue, a story of friendship and collaboration between Australian fashion icons, Jenny Kee and Linda Jackson, able in the 70s, with Flamingo Park in The Strand in Sydney, to revolutionize the local fashion landscape thanks to their style kitsch e cool.

Stories, first of all. The same ones that have involved other important brands over time, Margiela, Hérmes, Fendi, Trussardi, Burberry, and today Jean Paul-Gaultier (with The Sailors by Charlotte Wales, starring Bella Hadid), again Miu Miu (The Pet Psychiccon Emma Corrin), ACT N. 1, Bosie (The Era of Bosie), emerging and experimental authors, masters such as Matteo Garrone (Le Myth Dior won in 2020), present-future realities like Fabio and Damiano D’Innocenzo (for Gucci). Not just a “celebration” of talent, but a mirror of society, a sign of the times, remaining ‘listening’ to territories such as gender equality and the environment, telling of new explorations. The same views in ‘A Night at the Museum‘, directed by Byron Rosero for Moncler e nss, Best Fashion Film e Best Music Award: here, in collaboration with a group of 21 women, we witness a sensory narration, made up of spaces and scenographies, in a path aimed at narrating freedom, discovery and identification. Stories, yes, but also looks that propel us forward.

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