BLACK FASHION SENSE
Durch wen wurde Twittern, Bloggen und Schocken zum Job? Wer trägt heute noch souverän sunglasses at night? Und wie kam eigentlich die unbunte Farbe Schwarz in Mode? Wir haben die Antwort: Diane Pernet. Sie ist die Modeexpertin mit dem größten Wiedererkennungswert. Sie ist Gründerin des A Shaded View on Fashion Film Awards aka ASVOFF. Sie war einst Designerin und Fotografin, heute Journalistin und Filmemacherin. 2005 ging sie mit ihrem stilprägenden Modeblog http://www.ashadedviewonfashion.com online – 2012 wird sie von Modeinsidern als größte Pionier-Bloggerin weltweit gehandelt. Ihr zu Hause: der Modezirkus. Ihre Tarnung: der schwarze Schleier. Ihre Waffe: das WordWideWeb.
Credit Foto: ASVOFF - Everglade Balmain by Inez van Lamsweerde and Vinoodh Matadin (nominated 2011)
Credit Foto: ASVOFF - To Kingdom Come by Pam Hogg for Pam Hogg (nominated 2011)
ASVOFF bringt Imagemaker wie Chris Cunningham, Róisín Murphy, Nick Knight, Erwin Olaf, Inez Van Lamsweerde, Pam Hogg, Steven Meisel, Ellen Von Unwerth an inspirierenden Orten zusammen. In den letzen Jahren fanden die neuartigen Filmfestspiele im Guggenheim Bilbao, auf dem Palazzo Morando Milano, auf der Scope Art Fair in New York, im Cinema Rise X in Tokyo und Chelsea Arts Club in London statt. Überall auf der Welt werden Fashion Filme gesehen und dank Diane Pernet seit 2008 auch endlich professionell nominiert und bewertet.
Credit Foto: ASVOFF - Exercise in sartorial depravation by Davide Bedoni (awarded: Special Animation Prize)
Credit Foto: ASVOFF Scalpel_Stradivarius by Jason Last and Jaime Rubiano (nominated 2011)
SCHAUEN WIR NUN EINMAL HINTER DEN SCHLEIER, HINTER DIE SCHWARZE FASSADE: EIN INTERVIEW MIT DIANE PERNET:
The ‘Fashion Film’ was born out of a real need to breathe life into the old static medium.
HOW DID THE IDEA FOR ASVOFF COME ABOUT?
When I first started this back in 2008, somehow I instinctively knew that ASVOFF would fill a much needed creative gap. I guess it was because I understood there was already an audience waiting to be served. But what I could never have anticipated was just how quickly the cross-over between fashion and film would evolve from wild experimentation into a bona fide art form and a valuable commercial outlet. To begin with, I think the ‘Fashion Film’ was born out of a real need to breathe life into the old static medium and set fashion in motion through the magic of cinema. What ASVOFF does is to give people in both industries – and talented outsiders too – a platform to let this genre flourish. Hopefully, by rewarding excellence in the field, it also keeps pushing them to push the boundaries forward too.
Foto Credit: ASVOFF – Twin Parallel by Justin Anderson for Jayne Peirson (awarded: Best Styling Prize)
DO YOU SEE ANY PARALLELS BETWEEN FASHION SHOWS AND FASHION FILMS?
Two forms of expressing fashion. I prefer films.
IF A RUNWAY SHOW WERE CREATED FROM YOUR WARDROBE – WHAT KIND OF SHOW WOULD WE SEE? WHAT WOULD WE HEAR?
It would be very black and photographers would not like that. Hard to photograph and film. Something sensual and atmospheric.
Thanks to the incredible impact of the digital revolution.
Foto Credit: ASVOFF – Waters by Kira Lillie (awarded: Beauty Prize)
WHAT FACTORS DO YOU SEE INFLUENCEING THE RISING POPULARITY OF FASHION FILMS?
The two disciplines have grown even closer thanks to the incredible impact of the digital revolution, new commercial realities and a mutual fascination between fashion and film industry leaders. But it’s not only that. As online, tablet and smartphone media channels grow ever more important, ‘Fashion Film’ is also filling important business niches and offering artistic solutions to challenges we could never have imagined even a few years ago. It’s also creating totally new, sometimes unexpected opportunities as it goes along. ‘Fashion Film’ makes perfect sense in today’s world where we have the live streaming of catwalk shows, click-to-buy video e-commerce functionality, behind-the-scenes and fly-on-the-wall fashion brand documentaries – not to mention video ads spreading virally like wild fire through social media networks. There’s something in the bigger picture too, you know. Fashion is still a hot topic for reality TV shows; there are biopics of fashion designers coming out left, right and centre; designers are moonlighting as Hollywood film directors – and actresses as designers. I don’t think there has ever been a better moment for a festival like ASVOFF than now.
BEST EVER IDEA OF A FASHION FILM? AND WHY?
I really like the Miu Miu film directed by the Argentinian director Lucrecia Martel. It is strong, mysterious and unexpected.
Foto Credit: iD online – MUTA Miu Miu film by the Argentinian director Lucrecia Martel
Designers are moonlighting as Hollywood film directors – and actresses as designers.
DO YOU SEE ANY TRENDS WITHIN FASHION FILMS – ESPECIALLY IN 2011?
Lots of films relating to nature.
WHO’S THE MADDEST PERSON THAT’S INSPIRE YOU?
The Japanese artist Yaoi Kusuma is quite mad and very inspiring. Her retrospective at the Centre Pompidou should not be missed.
WHICH FILM HAS INFLUENCED YOUR OWN SENSE OF STYLE?
None in particular but films from Visconti, Fellini, Bunel, Antonioni…I loved the look of Lucia Bose but I cannot say that her look inspired mine.
YOU ARE ABLE TO LEAVE YOUR BODY FOR A MOMENT AND STAND RIGHT NEXT TO YOURSELF. WHO/WHAT DO YOU SEE?
Someone with a strong personal style who believes in things like integrity, honesty and sincerity, qualities that are not all that plentiful in our business.
WHICH DESIGNER/LABEL PRESENCE DO YOU MISS IN THE RAGE OF FASHION FILMS?
I would like to see fashion films from Rick Owens, Boudicca and Jean Paul Lespagnard.
WHAT MASSAGE WOULD YOU PASS ON?
A psychic used to visit me weekly when I lived in NYC. She once told me this and I’ve tried to live with it all my life. Where there is harmony let it flow, where there is not, let it go.
Don’t force things and go with your instincts.
Thanks to Diane Pernet and ASVOFF.
Credit Artikelbild: Diane Pernet con escultura de Miguel Villalobos, Miguel Villalobos, 2011