Thursday, June 23, 2011

Fashion Films - The Germans are Getting it Right

I was so happy to see this fashion film titled "The Box" from the Hamburg-based German film production company Reise Farbaute. Led by Cristian Straub, the company produces "moving images in different arrays, ranging from Fashion-Films to Commercials and Branded Media". What I love about this film is that there is some sort of narrative and mystery surrounding "the box". This film is meant to be a teaser trailer for the debut of Perret Schaad's shoe collection at Berlin Fashion Week and so the vague and mysterious nature of the box is perfect to create enough suspense and interest in the product for people to want to see what the collection is actually like. It is so refreshing to see a smart, conceptual and original fashion film being produced. Fashion films are really going to need to step it up. I hope people interested and involved in the fashion film industry will start making films that don't just rely on beautiful models, because they are so overdone and tend to be utterly and completely boring. I'm going to keep an eye out for Reise Farbaute and I'm excited to see what they put out next.


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