Lengthy-separated cousins, trend weeks and stylish movie festivals will unite in 2021.
This month, they’re lining up in Milan and Berlin, fueled by one another by the challenges introduced on by the coronavirus pandemic.
“No present and no bodily viewers weaken the style business as an entire and that’s the reason we determined to hitch forces,” stated Philipp Ulita, managing director of the Berlin Trend Movie Pageant, which runs from January 18-20. alongside Mercedes-Benz Trend Week Berlin at Kraftwerk, a sprawling, crude occasion area that was beforehand an influence station. “It is about telling trend tales. That is why BFFF invitations its community of specialists within the fields of idea storytelling, model communication, and cutting-edge cinema to current its power and the way each events can mutually profit. “
Wanting forward, the Berlin pageant plans to current its awards through the 2022 spring collections in autumn.
Ulita stated a lightbulb was lit final yr when the pageant, based in 2012, started receiving submissions instantly from trend manufacturers that had opted out of typical trend reveals and have been searching for digital communication channels.
Enter the organizers of key worldwide trend weeks, who had shortly constructed on-line platforms to host designers’ movies, with a number of media companions in tow.
In Italy, the digital platform of the Digital camera Nazionale della Moda will host a collaboration with the Milan Trend Movie Pageant, or MFFF. This newest occasion, launched in 2014 by Constanza Cavalli Etro, will begin on January 13 and proceed till January 19 together with Milan Males’s Trend Week. It will likely be broadcast on the digicam platform, the official web site of the pageant and MyMovies.it.
Previously, trend movie festivals, which have proliferated world wide over the previous decade, largely adopted their very own calendar, sponsors and viewers, usually extra aligned with the world of cinema than the style scene. .
In keeping with Ulita, placing them collectively is simply frequent sense.
“Filmmakers try to provide tasks for impactful shoppers – what higher strategy to discover them than in a trend week?” I ask. “And what higher method for a dressmaker to seek out the right collaborator or inspiration on the best way to inform the story of their model, aside from a pageant that celebrates and curates films that particularly inform about trend?”
In keeping with him, the digitally savvy trend viewers has excessive calls for on the looks of a business advert. “The duty of filmmakers is to construct bridges, and movie festivals are platforms the place gamers from completely different fields meet and community to maneuver each industries ahead,” he stated.
Cavalli Etro characterised MFFF as “the youngest digital sister” of the seasonal reveals. “Being collectively was one thing that all the time made sense to me,” he stated in an interview. “Throughout a disaster, you will need to be part of forces and combat collectively for a similar targets. It is laborious to do every little thing by yourself. “
That stated, Cavalli Etro identified that trend films and trend reveals are “two fully completely different merchandise created for various functions. One can not supplant the opposite, however trend cinema, as in what was proven at this pandemic second, generally is a good emergency useful resource for manufacturers when bodily reveals can’t be carried out.
“The digital world is the brand new actuality and we will deliver a wealthy contribution of high quality, researched digital content material to platforms,” he added. “Many manufacturers and designers create new movies and trend films with filmmakers to speak a message, values, entice their viewers and have extra content material inside their platforms or social channels. It is a new method of speaking to your shoppers, of producing dedication and empathy. “
The Milan Trend Movie Pageant will showcase 200 movies from some 60 nations in its competitors, together with a chat present and have movies.
The Berlin and Milan storefronts acknowledged that it has been a troublesome yr for sponsorships and agreed that becoming a member of forces with trend weeks makes festivals extra enticing when it comes to advertising and communications.
“My predictions for 2021 are that trend cinema will proceed to achieve floor at a fast tempo inside the business,” stated Cavalli Etro. “It has change into an indispensable communication instrument for manufacturers and designers all year long.”