Fashion Film Continues To Intensify
Late last week a digital network was launched by WME-IMG via Apple TV called “Made 2 Measure.” This network (M2M) will exclusively feature ‘premium’ fashion-related visual content.
The rise of the filmic genre ‘Fashion Film’ continues to intensify, as classic fashion films, original digital series, feature length documentaries, designer runway shows, live reports and behind-the-scenes footage will populate the network.
Whilst TV shows featuring fashion design have previously been showcased on channels such as ‘The Style Network,’ M2M is the first to take steps toward a broader approach to publicly re-defining what it means to be a ‘Fashion Film.’
M2M is the first to take steps toward a broader approach to publicly re-defining what it means to be a ‘Fashion Film’
The cultural landscape around defining ‘Fashion Film’ has shifted dramatically in the past few years, with the advent of visual communication in the form of social media increasingly blurring the barrier between filmmaker and audience.
The use of style and fashion to tell emotionally engaging narratives is no longer a ‘novelty’, but a way to genuinely entertain, intrigue and gain awareness.
By not only featuring runway shows and designer interviews, but also acquiring the rights to screen films including “Valentino, The Last Emperor” and Tom Ford’s “A Single Man,” M2M has taken a small step in avoiding the often limiting, one-dimensional approach to fashion film.
The network attempts to not only approach fashion as a manufacturing, marketing or retail industry, but as an invaluable means to tell stories.
‘Fashion in motion’ is a way to increase visual interaction with the viewer. Fashion nor film are static, but drastically heighten feelings, ideas and emotions when used effectively together.
M2M makes use of this in the production of original content, a great example being their ‘6 Degrees of Kate Moss’ film which explores how cultural icons and their interactions have affected the fashion industry and pop culture.
Interestingly, Susan Hootstein, the executive producer and director of programming of M2M, has even explicitly stated that her goal is “about creating premium content that can bridge the gap between fashion, art and film.”
These are all cultural pursuits that explore ideas and emotion through ‘style’. This use of the term ‘style’ refers to a way of life, as well as fashionable dress, with video content now being one of the most affecting and wide-reaching means of publicly expressing either abstract or marketed ideas in the 21st century.
Her goal is “about creating premium content that can bridge the gap between fashion, art and film
Films that feature fashionable clothing and are defined as a ‘fashion film’ are often camouflaged advertisement for expensive garments and designer products.
However, aesthetics and visual communication play a fundamental role in self-expression, inspiration and cultural change, whether this involves branded content or not. Chanel’s ‘little black dress’ cut a radical figure when it first appeared in Vogue in 1926, yet is now seen as a marker of shifting social codes.
Democratic, unadorned, black and sobre - the accessibility of a ‘LBD’ allowed women of all social classes to look chic. Black went from being associated with mourning, to ‘a uniform of taste.’
The mechanics of film illuminate fashion in new ways. The ability to see the subtle shimmer of a sequin, the bat of a mascara painted eye, the rustle of a skirt, all in motion allows us get closer to the expressive and semiotic content of style-oriented lifestyles and products.
M2M may only exclusively feature luxurious fashion film content right now, but are nonetheless aiding the progress of ‘Fashion Film’ in being considered a credible means of art-making, creative power and self-expression.
Words by Rebecca Crawford - BFFF Social Media Sensei and Fashion Film Advocate