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A Shaded View On Fashion Film Launches Tonight

September 25, 2009 10:15 am

The Milan collections may be in full swing, but fashion and film buffs in the City of Light are getting a head start on Paris fashion week with tonight’s opening of the second annual ASVOFF, A Shaded View on Fashion Film festival. Among the eclectic entries in the three-day event are I Wanna Be Your Dog, a send-up of model castings by Georgie Greville, and High, a vampire-cum-shoe junkie’s search for the next fix by Sara Dunlop and starring Balenciaga muse Joana Preiss.

The mantilla’d mistress of ASVOFF, Diane Pernet herself, worked on Mr. Lacroix’s Pearls, an interview in which the designer discusses legendary corset-maker Mr. Pearl. “The big difference this year is that viral marketing has made it difficult to determine the boundaries between personal and commercial,” says Pernet. Hence, a split of entries into two categories: Reflection, personal work by a director or artist sans designer or brand; and Communication, which is commissioned work. A good example of the latter are Ruth Hogben’s films for Gareth Pugh. (You might recognize the still from his Fall 2009 video pictured above.) “Four years ago when I started, fashion videos were a new medium,” says Pernet. “Now every major brand from Chanel to YSL is doing films. Everyone now realizes the power of the fashion video.”

Special guest Rick Owens heads up the jury, which also includes Nan Goldin. But once the festival ends on September 27, you’ll have to wait until the last day of fashion week to learn who takes home the Samsung Grand Prize of €3,000. The awards ceremony, which will take place on October 8 at the Centre Pompidou, is worth the wait. It will feature a screening of the 1923 silent film Salomé, which is Owens’ special selection, in addition to a film about Owens by Nick Knight and a short featuring Michael Pitt shot by Inez van Lamsweerde & Vinoodh Matadin for YSL.