Visionary festival curator Diane Prenet shares her pointers on how to make a film with style

Fashion films may not be the new music videos of experimental film making just yet but with new production company divisions such as Blink’s White Lodge set up to create sartorial content with clever and witty films or Justin Andersen’s penchant for strong fashion narratives we’re betting that Fashion Film is about to become a whole new genre for young directors to focus on.

But what makes a fashion film truly great?  What are the pitfalls to avoid? Who better to ask than Diane Prenet, the visionary editor, blogger and creator of A Shaded View On Fashion Film – the world’s most respected fashion film festival which runs at the Centre Pompidou, Paris, from November 9^th to 11^th.

What do you look for when you’re judging what makes a fashion film great – the award winners always cover such a diverse mix of styles and forms?

Amongst the many gems I discover, naturally there are also some less than stellar submissions.  One lazy, uninspired format in particular that keeps popping up is the kind where the film is nothing more than a video of a fashion photo shoot or a look book in motion.

I got so tired of looking at these that I came up with 30 pointers for filmmakers interested in making a film for ASVOFF.  This list is a good way to see not only how we’re judging and what we’re looking for but also why we end up getting such a variety:

1.  Remember that this is our chance to get up close and personal.  So make us something personal.

2.  Grab the attention of your viewer in the first 30 seconds of the film.  Don’t wait.

3.  Do not use the mirror effect.  Please just don’t.

4.  Colored smoke isn’t really all that impressive.  Really – reconsider.

5.  Sometimes, a little comedy can be a clever way to seduce people who are starved of humor in fashion.

6.  Never forget that what you’re creating is a film.  It is not a photo shoot in motion.

7.  Work closely with a composer to support your images with a fitting score.

8.  Fashion must be the protagonist of your film.

9.  Have your film take us somewhere we’ve never been.

10.  Develop a unique aesthetic for your film.  Know when to contrast and when to complement.  Consider the raw and the refined.

11.  A clear scenario helps, especially if the film is more than 3 minutes.

12. Invest in and have immense respect for good technicians.  They are a rare breed.

13.  A genius film editor is a huge asset.

14.  Sound is a key player in any film; pay close attention to it.

15. Get the best director of photography you can find.

16.  If you need actors, then don’t ask models to play their roles –  not unless they can really act.

17.  Evoke powerful emotions.  Loud isn’t always powerful.  Subtlety can be.

18.  A director certainly doesn’t  have to come from the fashion world to make an outstanding fashion film.

19.  Someone famous either in front of or behind the camera can be a big boost.  But it’s not for everyone and not for every film.

20.  Think carefully about the rhythm of the film.

21.  Consider the subtext of the film. Superficiality can be fun or funny but subtext adds depth and dimension.

22. The director of the film should be the right fit for the fashion you’re trying to capture.

23.  If the film moves the audience, then it is a success.

24.  Leave your viewers wanting more.

25.  Know when to cut.  There’s nothing worse than a film that leaves you waiting for it to end.  Sometimes, less really is more.

26.  Take my breath away.

27.  Predictability is the biggest turn-off.

28.  Leave room for spontaneity but, for heaven’s sake, have some sort of plan.

Here are some previous ASVOFF winners:

Read an earlier YDA interview with Elisha Smith-Leverock here.