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The Era of Fashion Entertainment: The Fashion Film

Column written by Douglas Schowengerdt, Cultural Correspondent New Moon

The pulse of fashion is currently in flux. Stuck between uncertain futures, conflicting seasons, and fading trends, designers and brands are searching to find what hits. It’s a moment of reorientation that asks, “How do we articulate the now?” Clothing wise, it’s a bit all over the map: rehashes of logo mania, dips back into goth and grunge, sharp tailoring, structured oversized silhouettes, and lots and lots of mesh. But where style is taking a moment to settle, the presentation format has a clear frontrunner that many have adopted: the fashion film. 

Storytelling Agency New Moon


Many houses have been going beyond just filming models on the catwalk, and instead have been creating videos that show off new collections with cinematic narratives, special effects, grand set designs, and celebrity appearances. In short, we’re witnessing a merging of fashion and entertainment. Recent fashion films are presenting more intricate and immersive brand identities, capturing beauty in motion that leave lasting impressions. 

One of the best pieces to illustrate this trend is Mugler SS21 Part 02 Film (which is my favorite piece of fashion content of the last 10 years, full stop). Directed by Torso Solutions, the fashion presentation goes beyond a runway show, featuring body doubles, creative video editing, and some truly unexpected stunts. Not to mention, the casting is impeccable, with Dominique Jackson’s penultimate closing walk going viral across online communities. Mugler made the most of the format, not making a video as a substitution for an in-person runway show, but rather crafting a unique piece of work with an online sensibility, one attune to the style and rhythm of our digital world.

As the current Fashion Month unfolds, more and more brands have released elaborate films to accompany their new collections. Filmed on the Universal Studios lot, Moschino created “Lightning Strikes: The Moschino Musical”, a fantastical tribute to musical theatre, mid-century glamour, and American diners. “Amen Break”, the film for Louis Vuitton SS22, feels like a dream sequence from an A24 movie, with dizzyingly expansive sets and multi-tiered cultural references. The film for Richard Quinn AW21 is a 25-minute feature with ballet, miniature dioramas, and dance breaks in the rain that is essentially an ode to Catwoman. These projects transcend into cinema, bringing a broad range of creative mediums into the world of fashion. 


The revival of the fashion film reflects how brands are adapting to new audience behaviors that have taken off since the pandemic. There’s a more dynamic use of technology that treats the Internet like an artistic tool, rather than as an archive. Brands are presenting a sense of spectacle tailored for our screens–as opposed to the runway show–that keeps up with the over saturation of content and the subsequent decrease in our attention spans. Overall, brands have reassessed how to make an impact with fashion, and how to keep their audience’s attention.

The concept of using film to inflect fashion with wider entertainment value is not new, of course. Designers across the decades have dipped into the world of film and experimented with new ways of presenting their art. In recent times, Rihanna has created the blueprint for this model with Savage X Fenty. By combining a fashion show with musical performances, dance, and interviews, filmed in a studio specifically for the final video, Rihanna has helped further bring fashion into the realm of mass appeal. This play between artistry and accessibility defines the future of the most impactful creative work.


Tracking cultural production throughout this pandemic, we’ve seen the need to think inventively to create work that feels fresh and relevant. The allure of luxury has been fading for some time, and brands across industries have been scrambling to find ways of making glamour relevant for today. Fashion films have become a preferred method for doing this, but brands are experimenting with all sorts of entertainment mediums, like video gamesand even the Olympics. These collaborations point to our increasingly fluid world that always asks what’s next––and dares us to never stay stagnant.

ABOUT DOUGLAS SCHOWENGRDT
Douglas is a Berlin-based cultural correspondent for the brand strategy consultancy New Moon, with specific expertise in the realms of fashion, fine art, nightlife, and house music. They earned their bachelor’s degree from UC Berkeley, graduating with honors in American Studies and Art History. They are currently earning a master’s degree in American Studies from Humboldt-Universität zu Berlin.

Beauty Fashion Shopping

L.A. Based Luxury Nadjarina Brand Steps Up Sustainable Fashion with Plantable Hangtags

In their current global mission to adapt more sustainable practices, Nadjarina is taking innovative steps towards a better future for the fashion industry and releasing eco-friendly plantable hangtags. The emerging L.A.-based visionary luxury brand is redefining industry standards with its conscious luxury ethos by creating plantable hangtags that can be re-used to grow herbs and wildflowers.  It’s a concept in next-step innovative solutions.

“Sustainability in our brand focuses on more than just environmental impact. Yes, using natural resources and minimal waste practices, a small carbon footprint- those are all things important, and things we focus on. Sustainability is also about the community that brings our vision to life. There are human lives, hours of labor, work conditions that create a quality of life for everyone involved. We need to talk about that too, and start challenging the industry to set that bar higher, and use fashion to empower those around us.” ~Lindsey Mallon, Nadjarina Founder

Hangtags read “Our pieces are handmade in Los Angeles with a focus on ethical practices and naturally sourced materials of the finest quality. Nadjarina is a story of passionate craft, looking at the future of fashion” on one side, with instructions to plant the hangtag to grow your plant on the reverse side, as well as a note about their return program.

“Hangtags are important for branding, but will inevitably be removed and trashed once you bring your purchases home, adding to the waste cycle. We looked at recycled materials & compostable hangtags (which our logo hangtag will be of), but we wanted to push that concept further. Our About hangtags, once removed from the garment, can now be planted to grow lavender or wildflowers or herbs!” explains Mallon.

Nadjarina takes the sophisticated, So-Cal ease of the West Coast and merges it with the bold confidence of New York City. The result is a dynamic and progressive aesthetic. Their inspiration comes from the Modern Woman – a dynamic, risk-taker paving her own way -the muse, the life-giver, the leader.

Splendid Fashion for a Monday Afternoon

Actress and native Angeleno, Camilla Belle shared a series of Instagram photos yesterday wearing the ultimate t-shirt fashion brand, Splendid.

The actress kept cozy wearing Splendid’s Avery Stripe Asymm Pullover ($168) while enjoying some tea. The crewneck sweater made from soft cashmere blend is designed with misaligned stripes, asymmetrical hem and contrast tipping at the cuffs and hem.

Cherish every moment. Live it up. Laugh out loud. Play a little.

Splendid believes that home is truly where the heart is and that you should be able to bring a little piece of it with you everywhere you go. What they create fits seamlessly into your life. Filled with color, softness, and a hint of playfulness, casual, but polished.

Vegan Fashion Week Makes Los Angeles Grand Debut

Vegan Fashion Week, an historic event dedicated to elevating ethical fashion globally, will be making its grand debut in Los Angeles beginning February 1, 2019. Tickets are now available.

Produced and curated by French creative director and animal rights advocate, Emmanuelle Rienda, Vegan Fashion Week will be a tribute to the animals and an ode to the end of animal exploitation in all forms.

This unprecedented four-day event will launch with an exclusive opening soirée and tribute at the Natural History Museum of Los Angeles, bringing fashion and activism together with a deeply conscious twist.

In conjunction with the Los Angeles Night of Ideas, the Museum of Natural History will activate its galleries, diorama halls, theater and public spaces throughout the museum. Highlights of the event will include a talk by climate scientist and Nobel Peace Prize laureate Robert Lempert, a vegan fashion runway showcasing vegan designers, a vegan capsule of high-end designer pieces, and a timeline displaying the evolution of vegan fashion and the brands committed to embracing cruelty-free practices.

This year’s theme will be Facing Our Time and will explore the challenges faced around ecological and climate change through the lenses of science, nature, and art.

“I want to ignite conversations and debates within the industry by educating, elevating and drawing connections between our most important values; our respect for human life, animal rights, and the environment,” says Vegan Fashion Week creator Emmanuelle Rienda.

Following the night of the launch, guests will have the opportunity to travel to the LA Fashion District between February 2 – February 3 to experience a vegan world at the California Market Center, with a curated selection of animal-free designer pieces and a vegan lounge offering cruelty-free fashion, beauty, and culinary vegan innovations sourced globally from various countries. Brands, organizations, and attendees will have the opportunity to connect with conscious and like-minded individuals through activations,experiential exhibitions, and a conference featuring intellectual panels discussing the most critical issues in the fashion industry and the existing alternatives. Themes that will be explored include animal rights, social justice, circularity, technology and intersectionality.

After receiving acclaim for multiple events during LA Fashion Week, Emmanuelle Rienda, with the support of PETA and Fashion Revolution, released the first edition of the Future of Fashion conferences through her Los Angeles-based creative agency LE FRENCHLAB, centered around ethical and smart fashion. This not only ignited Rienda’s passion to change the future of fashion on a grander scale but earned her the recognition and praise of the French Consulate.

“Fashion has always been an essential part of France’s cultural life and society, and French designers are recognized worldwide for their skills and artistry in the domains of haute-couture and prêt-à-porter,” says Director of the Cultural Services of the French Consulate in Los Angeles Séverine Madinier. “The French Cultural Services give their best recommendation to LE FRENCHLAB and wish Emmanuelle Rienda, head of this promising agency, success in her endeavors.”

The week will close with a private fundraiser, bringing together like-minded celebrities and influencers, ethical fashion enthusiasts, and environmentalists to support vegan designers with a vegan fashion award and the tools to help emerging and established designers to create cruelty-free alternatives. Rienda’s long-term goals include opening a sanctuary to animals directly impacted by the fashion industry and to continuously educate mainstream
audiences and fashion brands with a traveling fashion week and conference across the globe until vegan fashion is the standard.

About Vegan Fashion Week
Vegan Fashion Week is dedicated to elevating ethical fashion globally. This four-day event is designed to empower conscious brands and humans with an elevated platform for achievement, inspiration, and discovery. A tribute to the animals and an ode to the end of animal exploitation in all forms, Vegan Fashion Week is produced and curated by French creative director and animal rights advocate, Emmanuelle Rienda and merges fashion and activism with a deeply conscious twist.

Instagram Trend Inspired Fashion Start-Up ‘Lykey’ Announces Launch

Lykey, an online fast fashion house inspired by top fashion trends on Instagram, has launched! (November 28th.)

As consumers increasingly look to online platforms, like digital and mobile applications, to learn about new trends and style day to day to looks, Lykey will strive to create in-demand fashion pieces at accessible price points while delivering a premium customer experience.

Lykey will launch first in the United States and release 4 collection drops per season. Each collection will be available for pre-order for a limited time and delivered to doorsteps within 2 weeks.

The first release is inspired by top NY-based influencers and consists of 13 sophisticated styles including skirts, tops, jackets, and pants. As a follow-up, the Holiday collection will release in a series of drops throughout December.

Lykey delivers nationwide in the US and plans to expand to additional cities including Paris, London, Tokyo, Seoul thereafter.

‘Rising Above Fest’ & ‘Film Fest LA’ Join Forces To Empower Women in Music, Fashion, TV & Film

The 2nd annual Rising Above Fest (RAF) & Film Fest LA (FFLA) join forces again on Saturday, November 10, 2018 from 11am to 11:30pm as, “Two Festivals. One Mission” at Regal L.A. LIVE: A Barco Innovation Center, 1000 W. Olympic Blvd..

Schedule TBD.

RAF debuted last year with great success & is coming back even bigger & better! RAF is a female centric film festival created to empower women by way of the glamorous industries of: film, TV, fashion, & music. It is the first film festival of its kind to bring together & highlight women of multiple industries. RAF’s goal is to showcase to the world that women deserve equal treatment & that they can accomplish amazing feats when they are supported & thus are ‘Rising Above.’

Founded by Summer Moore, actress/writer/producer, RAF seeks to create a call-to-action on the taboo topics of gender, age, & size inequality. Her motivation to create RAF was her belief that the only way to be successful & happy is to help others rather than focusing on only oneself (a radical mindset from what these industries traditionally have).

Powerful additions added to RAF this year are a celebrity panel: “Being Successful in a Male Driven World: How Women Rise Above,” educational workshops, & a “Women Over 40” submission category. RAF is also partnering with Girl Uplifters Team, a child organization working to impact a change for females in Hollywood, as well teaching girls the importance of self-love.

Notable attendees (more to be added)

  • Young Sheldon Star – Raegan Revord
  • Nickelodeon Star – Maya Le Clark (The Thundermans)
  • Forbes 30 Under 30 – Kaitlyn Yang
  • Festival Founder/Actress – Summer Moore
  • Former Supermodel – Carre Otis
  • Daddy’s Home Star – Scarlett Estevez
  • Emmy-Winning Director – Mary Madeiras
  • Tomorrowland Star – Shiloh Nelson
  • ABC Executive – Kristi Shuton
  • Emmy-Winning Actress/Television Academy Performer Co-Governor – Patrika Darbo

Sponsors (more to be added)
Unami Burger, Simple DCP, Fig & Olive, Kuli Kuli, Hybrid Edit, Bighouse LA, Teknownow, Angel Bags, Mar Vista Acupuncture, & Happy Day Productions

 

Fashion Classics Made In L.A.

gia on the move daniel patrick fashionGreat things take time. Then BAM! Classic! as Rapper Big Sean shows in a recent Instagram photo wearing daniel patrick . The rapper looked cool in his ripped skinny jean ii in blue desert, while on tour.

daniel patrick ripped skinny jeans are handmade from start to finish in downtown los angeles,  using materials sourced in Los Angeles, California

Actresses Wear Ethical Oscars Fashion

priyanka-bose
Priyanka Bose

emma-roberts
Emma Roberts

Critically acclaimed actresses Emma Roberts (Scream Queens, Palo Alto) and Priyanka Bose (Lion) will be supporting the eco-friendly campaign Red Carpet Green Dress (RCGD) initiative this year.  Both Roberts and Bose will wear exclusive pieces from Atelier Swarovski’s first fine jewelry collection, which will launch at the 89th Academy Awards ®, and will also be dressed in ethical gowns.

Founded by Suzy Amis Cameron – actress, environmental advocate, educator and wife of director James Cameron – Red Carpet Green Dress works with internationally acclaimed designers each year to dress stars in ethical evening wear and jewelry for the Academy Awards®.

giai on the move red carpet green dress oscars eco fashion
Missy Pyle at the 2012 Academy Awards in a Red Carpet Green Dress.

Since its inception in 2009, Red Carpet Green Dress’ sustainable designs have been worn by countless stars at the Oscars including Naomie Harris, currently nominated for Best Actress in a Supporting Role for (Moonlight), Kellan Lutz (Twilight), Jake McDorman (American Sniper), Missi Pyle (Gone Girl), Gina Rodriguez (Jane the Virgin) and Sophie Turner (Game of Thrones).

“It is so exciting to be partnering with Atelier Swarovski for our Red Carpet Green Dress campaign this year and have such strong women like Emma Roberts and Priyanka Bose stand behind us,” said Amis Cameron. “We have the scope for massive global impact and together can help spread the important message of sustainability. Furthermore, we aim to stir conversation and encourage those we reach to join the movement. It is wonderful to have the support of an organization, like Swarovski and women like Emma and Priyanka who hold such a prominent place in the fashion world, who share my vision to create more consciously, to positively impact the environment and make the world a better place for our children to grow up in. Together we truly can make a difference.”

In addition to Atelier Swarovski’s collaboration, Earth Friendly Products, maker of ECOS™ Laundry Detergent will also continue their support for the third year of the high-profile campaign.

 

Style Fashion Week Heads to Pacific Design Center L.A.

gia on the move style fashion week los angeles Style Fashion Week is heading to Los Angeles where it will bring its unique brand of runway excitement to the iconic Pacific Design Center from March 9th – 12th, bringing designers to the global fashion arena with the season’s must-see runway shows, unforgettable performances, exclusive art installations and immersive commerce experiences.

“We could not be any more pleased with the success Style Fashion Week New York and are thrilled to head to the West Coast where Style Fashion Week will produce Los Angeles Fashion Week,” said Style Fashion Week President Veronica Kerzner. “In addition to creating innovative platforms for designers to showcase their collections, we’ve developed engaging new ways both consumers and the fashion industry to participate in the excitement.”

 

 

Vegan Fashion: A New Way Forward

On Tuesday, January 17, PETA hosted a “How to Make It in (Vegan) Fashion” panel and runway show at the new Empathy Center at 2624 Sunset Blvd., Los Angeles, CA 90026.

Actor Daniella Monet moderated the discussion for powerful female designers Leanne Mai-ly Hilgart of VAUTE, Morgan Bogle of Freedom of Animals, Meg and Komie Vora of Delikate Rayne, Bianca Moran of SUSI Studio, and Stephanie Nicora of NICORA, who also contributed to the runway show.

PETA has worked for years to show that fur, leather, and other animal-derived materials fall short of many designers’ values. Now, they’re offering a solution by showcasing just how easy and important it is to design with advanced animal-free fabrics, and why vegan apparel is an unstoppable trend.  Here are the highlights:

 

Project Runway’s Nick Verreos Has a ‘Passion for Fashion’

Former Season 2 Project Runway contestant and celebrity fashion designer-turned-author, Nick Verreos is releasing his first book (with a foreword written by pop icon and Project Runway host Tim Gunn),  A Passion for Fashion: Achieving Your Fashion Dreams One Thread at a Time, on August 23, 2017.

Since his Project Runway stint, Verreos has dressed celebrities like Beyoncé, Katy Perry, Heidi Klum, Carrie Underwood, and Academy Award-winning actress Marlee Matlin. As a red carpet fashion expert and correspondent, he has reported for E! Entertainment, TV Guide, Style Network, NBC, and CNN International.

In 10 easy-to-read chapters, Verreos debunks common myths and reveals the harsh realities of the fashion industry.  He takes modern fashion professionals through the steps of finding your place and standing out from the pack from being a prospective fashion student, creating a portfolio to land a dream job, launching a new label and how to get your designs on the red carpet.

Photo provided by Creative Development Agency, LLC

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