Shortly before presenting his collection in Paris in a parade “in the flesh” at Pitti Uomo in 2011 Gareth Pugh had given a foretaste projecting a mini-movie, signed by Ruth Hogben, on the ceiling of Orsanmichele century. Since then, the type of video – usually within 90 seconds, with a high level of creativity so that the product itself often falls into the background – spread with viral intensity almost among the fashion brand, convincing even the most skeptical ( for example, Chanel) the effectiveness of this form of communication.
And if one of the directors are often famous names – see Steven Meisel, who shot the shorts to Prada, Balenciaga and Lanvin – videos can be a great way to promote emerging designers. To unearth new year, in the days of fashion, was launched in Milan on competition “Iuff upcoming international filmmakers fashion“, the first international festival of video that have characters like fashion and accessories, sponsored by the four main halls accessories Made in Italy – Mido, Mifur, Mipel and Micam – as part of the Milan Fashion City. Challenge the filmmakers, aged between 18 and 36 years: tell in pictures the four categories of accessories of the rooms, then glasses, fur coats, bags and shoes.
Video, varying in duration between 60 and 180 seconds, it has received more than 200 from all over the world, almost a third of Italy, then to Britain, the United States, Brazil and even China, 30 finalists were selected by a jury specialized and five were honored at the Teatro Franco Parenti Monday: Italian Luca Finotti (the youngest with its 26 years, but with active collaboration with Givenchy and Dolce & Gabbana), the Brazilian Marcos Mello, Spanish Gustavo Lopez, Alexander Hankoff and Andrea Tese from the United States. As a reward, the possibility of creating a video commissioned ad hoc fashion by each of the four entities involved Italian trade fair, which will go online on their respective websites, indicating that the competition marks a good start to cool a communication strategy to some extent still tied the past.
Very interesting, finally, is the choice to share the videos with the city, which will be animated by the halls until 6th March until that day, in fact, the winning films will be projected on a giant screen in Piazza Castello and in the halls of Rho-Fiera Milano.