Since the birth of cinema fashion and film have been inseparable. When you consider James Bond’s collection of impeccable and luxurious suits, it becomes clear that fashion has always been essential in creating unforgettable characters.
The British Fashion Council has noted that film is an innovative platform to showcase fashion collections, and thus have established an initiative that aims at supporting upcoming designers wishing to use film as a showcasing medium. It does this through providing funding, mentorship, showcasing opportunities and relationship building events. Since its launch, River Island has been the sole sponsor of BFC Fashion Film helping it fund up to 8 designer films a year.
There are two main areas of support that the initiative offers:
The BFC Fashion Film initiative allows designers the opportunity to apply for financial support towards creating a film for their up and coming collection. Fashion Film will also support the distribution and showcase of the film once produced.
- Screening and Showcasing
Fashion Film offers various screening opportunities at London Fashion Week. Screenings in the past have included films from a wide variety of brands such as; Chloe, Victoria Beckham, Richard Nicoll, Leutton Postle, Kenzo, Mulberry and Emilio De La Morena. Every season at London Fashion Week and London Collections Men Fashion Film hosts a gala screening of the best films that season.
The films are all available on youtube and the latest include June’s London collections hosted at The Old Sorting Office. Films on showcase this year were by Christopher Shannon X River Island Design Forum, Mr. Hare and Private White V.C.