Nilgin Yusuf

Practitioner interviews bring together a wealth of industry expertise - from analyzing the most successful viral films and what they share, to experimenting with new tools and camera techniques.

1 Introduction: Understanding Fashion Film
What Is Fashion Film?
The Still Image
Fashion's Digital Image
Understanding Fashion: Definitions and Explanations
Film as an Expression of Fashion
Film: An Integral Part of the Fashion Communication Industry
Fashion Film: A Hybrid Genre
The Pluralism of Fashion Film
Understanding Fashion Film
Defining Fashion Film: Fashion as Protagonist
In Their Own Words: Diane Pernet
In Their Own Words: Nick Knight

2 Fashion Film History
Broadcast, Celebrate, Sell: Promoting Fashion through Film
Brand Buy-in: Promotional Fashion Film in the Digital Age
Experiments with Fashion Film: Poetry and Abstraction
Body, Image, Time: Experimental
Fashion Dreams in a Digital Age
Documenting Fashion on Film: Capturing "The Real"
Capturing Reality: Documenting Fashion and Style
Post-Digital Slices of Fashion Life
Fashion on the Big Screen: Narrative and Storytelling
Films of the Moment
Post-Millennial Fashion on the Big Screen
Hybridizing Fashion: Subculture, Music, and Film
Film Fusion: Style, Music, and Subculture
In Their Own Words: John Maybury
In Their Own Words: Isaac Julien CBE

3 The Contemporary Landscape
Growing Status and Visibility for Fashion Film
Social Media and Fashion Film
Fashion Film and Online Editorial
The Fashion Industry and Instagram
Fashion Film on the Catwalk
Fashion Film in Retail
Fashion Film and Music Video
In Their Own Words: Katie Baron
In Their Own Words: Ian Pons Jewell

4 Trends in Fashion Film
The Long and the Short
Fashion and Social Responsibility
Narrative and Storytelling
Spanning Slapstick to Highbrow: From Comedy to Art
In Their Own Words: Lernert & Sander
Machine Versus the Hand
Choreography and Meaningful Movement
Documentary and "The Real"
In Their Own Words: Declan Higgins
In Their Own Words: Alex Turvey

5 So, You Want to Make a Fashion Film?
Subject Knowledge and Ideas
How to Capture and Catalog Ideas
From Inspiration to Research
Who Is the Audience?
What Is the Message or Story?
What Is the Film's Purpose and Context?
What's the Approach?
What's the Budget?
In Their Own Words: Kathryn Ferguson
In Their Own Words: Marie Schuller

6 Fashion Filmmaking
Creating a Pitch
Planning the Production
Casting
Storyboarding and/or Scripting
Locating the Right World: Where Will the Film Be Shot?
Hair and Makeup
The Big Day
Styling: Dressing the Cast
Accountability: Completing the Paperwork
Post-Production Workflows
Editing the Film
Working with Music
In Their Own Words: Lynden Campbell
Sync Audio and Foley Sound
In Their Own Words: Sally Cooper
Working with Color
In Their Own Words: Faith Millin
In Their Own Words: Monica Menez
In Their Own Words: Edgar Dubrovskiy
In Their Own Words: Mark Connell

7 Getting Your Fashion Film Seen
Getting Ready to Present a Film
Fashion Film Festivals
Social Media and Film Dissemination
Turning Passion into a Profession
Watch Films
Practice, Practice, Practice
Network and Build Contacts
Experience and Knowledge
Self-Promotion and Proactivity in the Industry
Portfolio Building
Build Your Brand with Integrity
In Their Own Words: Stephen Whelan

8 Technology's New Frontiers and the Future of Fashion Film
Fashion's New Realities-and Fantasies
Virtual Reality: Immersion and Other Worlds
Augmented Reality: Participation and Interaction
Mixed Reality: Perception, Illusion, and Magic
Fragmentation of Identity: Reality and Superreality
In Their Own Words: Anna Radchenko
In Their Own Words: Nirma Madhoo
In Conclusion
Bibliography
Further Reading
Index