Dazed and Confused

November 09
Isaac Lock

I really enjoyed reading this article and found it fascinating, i have picked out key points!!!


Fashion in Flight

Fashion is in the throes of a visual revolution as leading designers including Alexander McQueen, Gareth Pugh and Stefano Pilati take to the screen and harness the power of a moving image….

“Times are tough for fashion. The cold, hard fact is that people favour paying rent over buying designer clothes, which means the industry, has inevitably been shaken by the global economical downturn. However, the cash flow problems are the 70’s, 80’s and 90’s spawn to defining cultural moments in fashion, music, film and art. So surly now, at a time when designers’ production budgets are being slashed, photographers are working on shoestring budgets and magazines are hustling extra hard for there advertising bucks, something exciting should emerge, something that is the internets generations answer to punk…. Could that be fashion film?

The whole basis of fashion is the communication of ideas, and I think that this is forgotten about by a lot of people – it’s not all about peddling frocks to the masses. In its purest form, fashion is about mood, or an essence, or a feeling that is morphed into a collection.

The interesting thing about fashion film is that it’s now possible to show to a great deal of people what’s behind the clothes as oppose to just the clothes themselves.

In the firm belief that the future of fashion lies in new technologies

There are economic benefits to designers of making films rather than putting on conventional shows

Film is so much more exciting to look at than still images, and the internet is ready to handle it, so we are undergoing a cultural shift in terms of what the consumers of fashion imagery want to see

It feels like there’s this loophole we’re in where we can take fashion back to being just about taste and style and experimentation. It’s much curer creatively.

Things don’t exist in a static state; everything is constantly moving and changing

It’s artistically more exciting, and the big brands are starting to get behind it. I really believe that over the next few years we will be seeing enormous changes. It’s like walking from one place where you’ve seen most things, and arriving at another where everything is new!”