From Cartier to Alexander Wang, there is no doubt that fashion films are a must-have for the world’s biggest labels this season, and while they propel designer brands into the realms of social media, they are also making stars out of a host of lesser known filmmakers. Here, Relaxnews looks at some of the most exciting talent emerging from the other side of the lens.
Quentin Jones
Having previously worked on fashion videos for big guns such as Chanel and emerging talent including Scotland's Holly Fulton, London-based director-and- illustrator Quentin Jones has been impressing this season with her imaginative New Wave-inspired clip for Victoria, Victoria Beckham, the sister line to the singer-turned-designer’s eponymous dress range. Watch it at http://youtu.be/IGF5bkr8esQ
James Lima
Having contributed to the special effects of blockbuster movie Avatar, Hollywood’s James Lima has been making waves in the fashion industry, working with top names including Alexander Wang and Versace. The recent trippy film he directed for Prada’s Spring/Summer 2012 campaign has been one of the most talked about of the season so far, featuring a mash-up of “found” footage, scenes from 1950s movies and dancing models Jessica Stam, Ginta Lapina, and Lindsey Wixson. Watch it at http://youtu.be/4jJIhdDi8ps
Daniel Jackson
As well as shooting Chloe Sevigny for Korean label Tomboy’s Spring 2012 campaign, renowned fashion photographer Daniel Jackson has found time to make some of this season’s best fashion videos. Jackson is the man behind the urban-flavored T by Alexander Wang campaign featuring rap-rave crew Die Antwoord, as well as Prabal Gurung’s intense Spring/Summer 2012 promo starring an almost unrecognizable Candice Swanepoel. See it at http://youtu.be/yLB6XzW_A5E
Ruth Hogben
London-based filmmaker Ruth Hogben garnered attention when she provided a digital backdrop for Gareth Pugh’s Spring/Summer 2012 runway presentation, and her recent boundary-pushing video entitled "F**k Me" for fashion website SHOWstudio caused a stir -- it stars 19-year-old US model of the moment Karlie Kloss in S&M style scenes. Meanwhile, her Cabaret-themed video "Club Nouveau," starring Pugh himself as Liza Minnelli was one of the most talked about during London department store Selfridges’ film project earlier this year. Watch it at http://youtu.be/26oDtglubf4
Bruno Aveillan
French multimedia artist, photographer and filmmaker Bruno Aveillan, who has previously worked for houses including Louis Vuitton, is the man behind what has been one of the most talked about fashion videos of the season so far -- luxury French jewelry house Cartier’s fantastical film "The Cartier Odyssey." The ambitious short featureq three panthers, an elephant with a Taj Mahal strapped to its back and a life-size replica of a 1906 biplane. See it at http://youtu.be/yaBNjTtCxd4
