Sunday, 10 July 2011

Video Nasties

The title may be slightly misleading as I'm actually talking about videos I like...not videos from the 1970s that were banned due to violent content...anyway.

Over the past few months I've come across a fair few look book videos, where the designer has decided to create a video to present their new collection. As we all know fashion is probably one of the quickest industries to pick up technology and social changes, which is due to the fast paced and creative nature of the industry. It's not surprising then that the industry is turning to short feature films to display their new collections.

Now I know this is not necessarily a brand new thing, but what I love about the ones I've seen recently is the added element of humour and quirkiness. It's long been recorded that the fashion industry is quite a stuck up and dry industry (obviously I have no idea if this assumption is true or false) but lately it seems to be a lot lighter. I'm not sure if this is down to bloggers having a bigger say in fashion and it being a lot more accessible to your everyday man and woman. Through this power of blogs and social media, a lot more people are able to have their say on fashion and also share their own opinions and tips.

Anyway, back to the point. The three videos that I want to show you all are....

Mark Lupher Resort 11 Collection

Henry Holland A/W 11

Mulberry Fall 2011 Film

Orla Kiely A/W 11

So the the HH and Markus Lupfer films obviously have a more humorous tone. The stiff image portrayed throughout the films are combined with the tongue and cheek slapstick humour in HH and the oddities in Markus Lupfer. Henry Holland and Pixie Geldof pull some great faces throughout the video and Florence really does look like some kind of mentalist hoarder. 

The second two are slightly different. The 2-D imagery used in Mulberry is beautiful, and accompanies the running animal theme that we have seen at their last catwalk show. The  backgrounds paired with the models adds an element of texture to the film. The visuals were created by set designer Shona Heath and visual effect company Framestore added the high-tech animation.
At first glance I really didn't like the Orla Kiely video, it felt too disjointed and slow. However, on a second play I realised this was the whole point and that it was reminiscent of an old folk video from the 70s (very connected to the collection) and quirky as hell!

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