by Marie Schuller .

The British Council promotes fashion film overseas

With Beijing opening the world's largest fashion film exhibition to date last week, it becomes apparent that fashion film has outgrown its staid and established territories. The British Council, who has fascilitated this Beijing exhibition, has done much over the past year to promote British fashion film overseas by hosting talks, screenings and workshops around the world. Pioneered by fashion filmmaker Kathryn Ferguson, whose curating credits include Birds Eye View, Fash/On Film and most recently Dressing the Screen in Beijing, Fashion Focus is a travelling workshop that has already taken place in countries such as Portugal and Bosnia-Herzegovina, and most recently, the Philippines. I accompanied Kathryn to Manila to co-host a retrospective fashion film screening and an accompanying workshop at the Ayala Museum. Several groups, comprising designers, filmmakers, artists, film editors and stylists, were given three days to create fashion films, from concept to rough-cut. The outcome was surprisingly varied and multi-faceted. While some groups heavily referenced the masters of the trade and sought a way into the genre by building on its past successes, others cast a fresh and original look on fashion film, experimenting with new ideas and their own techniques. The quality of work produced stands as proof that fashion film is growing to become a globally recognised and essential tool of fashion communication. 

The above screenshot is taken from a fashion film created by Jo Ann Bitangcol, Ynigo Santos and Jason Magbanua for Filipino designer Joey Samson. 

Another SHOWstudio talent in Asian exile for the British Council is Ruth Hogben, who just returned from a weekend of talks and events in Beijing for the opening of Dressing the Screen. Thanks to Kathryn Ferguson and the British Council for promoting fashion film abroad and facilitating our inspiring ventures into the far East!