Blurring the line between fashion and fitness sports luxe is a new trend in 2012 turning the usual morning run into a fashion parade. Pilot Designer, Natalie Lane like many other trendy girls all around the world struggled with the frustration when it came to finding quality, stylish athletic wear.
"It seemed to me that most fitness gear was made for men - just scaled down to fit women," she says. "I wanted gym wear that didn't compromise my sense of style and could take me through my day. Something that looked good, complimented my busy lifestyle and remained sensible all the same."So, in completing our atmosphere piece in fashion we saw sports luxe as being a great area to project to our target audience. Although fashion films only recently emerged as its own genre, the first fashion film in fact dates back to the 50s, when fashion photographer Erwin Blumenfeld presented a video experimentation –essentially an editorial in motion— to his client Helena Rubinstein, who dismissed for being too avant-garde. The exact definition of a fashion film is still blurry. According to ASVOFF’s regulations, it must last between 30 seconds and explore “themes of fashion, style and beauty through the medium of the moving image.”
“This began as a space for directors and designers to express themselves using tools that were familiar to them but through a medium that was completely new at the time” commented Diane Pernet.It seems as short film-makers we are stepping into unmarked territory according to those who deal with the fashion film genre everyday. Below Diane Pernet talks about fashion and film.
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