The British Fashion Council (BFC) has announced the creation of Fash/On Film, a new initiative that aims to support and develop relationships between fashion designers and film makers, and providing a showcasing opportunity at London Fashion Week (LFW). Following on the footsteps of the New York Fashion Film Festival, now in its second year, Fash/On Film intends to recognise the ongoing growth of fashion film as genre on its own and as an important creative product of the industry.
To celebrate the launch of this new initiative, sponsor River Island has produced a short film showcasing their collaboration with Royal College of Art graduate Julian J Smith for their Design Forum collection. It will premiere during LFW at the first BFC Fash/On Film Festival, which will become a regular feature of the LFW schedule.
As part of the inaugural Fash/On Film there will be a special screening of the Diana Vreeland documentary ‘The Eye Has to Travel‘ on Saturday 18 February at the May Fair Hotel, where author and director Lisa Immordino Vreeland will introduce the film and participate in a post-screening Q&A session with the audience.
Every year, the Fash/On Film initiative will invite up-and-coming creatives to submit film ideas in response to a brief set by a leading British designer in conjunction with Fash/On Film. One filmmaker will be selected to receive professional support and mentoring through the production process, and their film will be shown at LFW in September 2012.