BFC and River Island launch film initiative

The British Fashion Council has announceda brand new initiative Fash/On Film, a new scheme aimed at supporting anddeveloping relationships and film makers, which will be sponsored by River Island. Recognising the ongoing growth

of fashionfilms as an important creative outlet, the new initiative will be showcasedduring London Fashion Week, and to celebrate the launch, River Island haveproduced a short film presenting their new Design Forum collection, which hasbeen designed by Royal College of Art graduate Julian J Smith.

As part of this season’s Fash/On Film showcasethere will be a special Test Presents screening of the London preview of theDiana Vreeland documentary 'The Eye Has To Travel', which will feature a Q&Asession with author and director Lisa Immordino Vreeland.

To cement its presence on the LondonFashion Week schedule the initiative is launching its first nationwide searchfor emerging film making talent, inviting up-and-coming creatives to submitfilm ideas in response to a brief set by a leading British designer inconjunction with Fash/On Film. One filmmaker will be selected to receiveprofessional support and mentoring through the production process, offering aunique opportunity to gain insight into and experience of the fashion filmindustry. This film will then be shown at LFW in September.

Farida Kaikobad, Brand Director RiverIsland said, “We are excited to preview our first collaboration with BFC atLondon Fashion Week. We’ve loved working with Julian and are excited to beusing film to showcase his collection. It’s a new and innovative medium which webelieve our customers will love watching.”

The Fash/On Film panelhave curated a dedicated film programme to be screened in the Canon Cinema eachday of LFW. The films will be shown between live streams of catwalk shows fromthe Courtyard Show Space and the Embankment Galleries.

Image: River IslandSS12