On Wednesday 15th of April 2015, I was fortunate enough to be invited to the announcement of the nominees for the inaugural Australian Fashion Film Awards (AFFA).
As the media gathered in the screening room of the quintessentially cool QT Hotel, on Sydney’s Market Street, we knew we were in for a ground breaking experience.
Fashion and film make a perfect partnership, after all costume is often the first insight into the characters portrayed on celluloid.
Without dialogue, we can garner an idea of age, economic background, career and lifestyle of that person before they even start reading a script.
So with these short films between one and nine minutes, we become enveloped in the mood of the brand and the products they are sharing.
Quite clever, don’t you think?
I am very excited by this incentive that gives our local designers, film makers, hair and make up artists, stylists and musicians a forum to collaborate in such a creative way.
Australians have proven our worth on the world stage time and time again and honestly, I do feel this incentive will encourage more talented people to come forward and share their creative gifts.
The award categories are as follows;
Best Australian Fashion Film
Best Fashion Styling
Best Hair and Make Up
Best Sound Design and Music
Best Visual Effects
Best International Film
People’s Choice Award
This certainly proves there is a category for all creative fields.
I for one can’t wait to see where the AFFA journey will take us.
Fashion and film intertwined is the perfect combination for me, and I think I can safely say, I’m not the only one who feels this way.
We can see this by the diversity of the finalists, who include:
Lost and Found, The Woolmark Company
The One That I Want, CHANEL (Directed by Baz Luhrmann, with Gisele Bundchen)
Power of One, Bazaar Australia (with Miranda Kerr)
Phoenix Rising, Russh Magazine (with Abbey Lee)
Carry On, Independent
The Catalyst 2014, We Are Handsome
Wild West, Independent
Le Fleur Atelier – The Girl in The White Dress, Betty Tran
Summer Wonder, Country Road (with Gemma Ward)
Life Through Wool, Country Road, The Woolmark Company (with Isabel Lucas)
“We have incredible talent in Australia in both the Fashion and Film industries. AFFA will celebrate the fusion of the two industries that are working closer and closer with each other.I’m very excited to spotlight Australia on the world map in this rapidly growing genre” said Anastasia Fai, AFFA founder and director.
“We’ve been overwhelmed with both the number of award submissions we received and the level of talent exhibited. It’s clear that the Fashion Film genre in Australia is on the rise and already a key contributor to the Fashion Industry.” she said.
The AFFA jury for 2015 comprises of these top industry experts
Graeme Mason – CEO, Screen Australia
Nicole Warne – Celebrity Fashion Blogger
Marion Hume – International Fashion Journalist
Prof Ian Bofinger – Executive Dean, Australian Institute of Music
Emma van Haandel – Founder, EVH PR
Michael Azzollini – Celebrity Fashion Stylist
Jodie Fox – Shoes Of Prey, Designer & Co-Founder
Emily Weight – IMG Fashion, Director of Brand & Strategy
I love the diversity of the jury. Each is at the top of their game and will bring a different outlook to the judging table.
As international fashion journalist and AFFA judge Marion Hume said “A fashion film celebrates and promotes fashion in an attention grabbing way. At the core are great creative ideas. That’s what AFFA is looking for with the finalists for the first awards.”
Winners will be announced at fashion mecca, Westfield Sydney on May 20th, 2015.
It is an exciting time for Australians in fashion; I am in awe of what is to follow.
Jo Bayley, Fashion Editor, The Culture Concept Circle, 2015