Watch: London Fashion Film Festival announces 2024 winners
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Culture
Winners of the ninth edition of the London Fashion Film Festival have been revealed after being assessed by a filmmaker panel of judges. Among the recipients are both emerging and well-established names in the realm of fashion, who submitted a variety of productions from brand campaigns to documentaries to student films.
The selection, which were screened during the festival’s ceremony, were described by London Fashion Film Festival’s president and director, Beatrice Bloom, to have focused on the “symbiotic relationship between fashion and film”, representing the “very best submissions” from this community.
Among the judging panel for this year was David Mushegain, a photographer for magazine editorials and a music video producer; Malan Breton, designer of his eponymous brand; Spanish director Victor Claramunt, the name behind films of brands like Roger Vivier, LongChamp and Giorgio Armani; visual artist Joana Bastos, the director of ‘EarlyBird – The True Story’; and Renaissance artist Jeff Garner, the founder of sustainable design label Prophetik.
Here are the winners of this year’s awards:
Best fashion documentary award
What’d You Say Your Name Was
What’d You Say Your Name Was is a feature length documentary by directors Craig McDean and David Mushegain which dives into the story of fashion icon, Gene Krell. Featuring observational footage, exclusive interviews and archival material, the production explores the largely untold story of Krell, including a look into his career as the international fashion director of Vogue and GQ Japan and the creative director at Vogue Girl and South Korea’s W.
Fellow nominees;
Best fashion film award
Vogue World
Vogue World has become a notable fixture in the fashion calendar, known for its combination of runways, musical performances and celebrity guests. This year, the event took place in Paris, where it celebrated 100 years of fashion by featuring a number of French designers who have helped to define the country’s industry since 1924. The film was streamed live to fans on YouTube.
Fellow nominees;
Best director award
Jeremy Allen White
Actor Jeremy Allen White caused a global stir in Calvin Klein’s 2024 spring campaign, which had been directed by Mert Alas and featured a largely unclothed White sporting the brand’s well-known underwear.
Fellow nominees;
Best artistic direction award
Hong Kong Ballet: Tutu Academy
Tutu Academy is a promotional film for the Hong Kong Ballet, celebrating the institute’s 45th anniversary and launching it into its 2024/25 season. The video was created by Design Army, which looked to highlight the universal language of dance and its ties to local culture.
Fellow nominees;
Best AI fashion film award
Ressusciter
‘Resseusciter’ Chapter 1 The Drowning Shadows is a film by Stellorian that is 24 minutes in length and involves the use of over 3,500 AI prompts. Among these prompts were that of AI-generated costume and accessories, donned by models and featured in the forefront of evolving landscapes.
Fellow nominees;
Best story award
Who is Sabato De Sarno? A Gucci story
Gucci unveiled its documentary on its newest creative director, Sabato De Sarno, following his appointment to the helm of the fashion house. Made in collaboration with Apple, the documentary film was directed by Ariel Schulman and Henry Joost, who dove into the background of De Sarno essentially to answer the question of who, at the time, the largely unknown designer was.
Fellow nominees;
Kind fashion film award
The Unwearable Collection: Trapped By Uncertainty
As part of a collaboration with the Fashion Institute of Technology, and in what was a fifth addition to a series, Boehringer Ingelheim looked into the uncertainty and anxiety people living with generalised pustular psoriasis (GPP) have between flares in the rare disease. The film documents the creation of an ‘Unwearable Collection’, which is being designed with the goal of helping these patients.
Fellow nominees;
Best sustainable fashion film award
Let Them be naked
Created by designer and activity Jeff Garner, Let Them Be Naked touches on the toxic and harmful chemicals that can often be found in clothing, and pushes forth a campaign to uncover health implications exposure to these chemicals can cause. With this, Garner reimagines the development of garment production in a bid to inspire a new era of creation.
Fellow nominees;
Best major brand production award
Olympics
The Olympics were held in Paris this year, and thus presented the perfect opportunity for France to highlight its lengthy history of fashion and craftsmanship.
Fellow nominees;
Best advertisement award
Pony Dance
To celebrate its equestrian heritage, Hermès brought its luxury product to the stables with ‘Pony Dance’. The campaign combined the best of both worlds, in an energetic dance routine, in which models and their wares took on the role of horses.
Fellow nominees;
Best student fashion film award
Dechamps ‘En Garde’ SS25 collection film
‘En Garde’ was directed by Lucas Beccaro who put to the forefront the SS25 collection of Dechamps in a choreographed video filmed at Atelier Demoriane.
Fellow nominees;
Best fashion lookbook award
Harvey Nichols Let's Dance Campaign
For its AW23 campaign, the British department store Harvey Nichols store sought to “get into the groove”, featuring a selection of womenswear, menswear and kidswear on a series of models. The video slowly descends into a dance party with an art deco backdrop.
Fellow nominees;
Best 2D/3D animation award
Coexistence
Created by developer Aydin Rezazade, takes viewers on an immersive journey through a woodland-like setting, following a character exploring this gaming world.
Fellow nominees;
Best LGBTQ fashion film award
Dance with the Universe
Featuring drag queen Tayce and made by Red Eye, ‘Dance with the Universe’ sought to push the boundaries of fashion, identity and innovation through what is described to be a “multiverse of realities”, where fashion meets AI.
Fellow nominees;