The Rise of Fashion Films: Dressing the Screen

In 2013, The Door, by Ava DuVernay, was a fashion film that went viral on the internet and was a major hit with the tabloids especially in the western world. The fact that it starred Gabrielle Union could have been one reason for it’s popularity. However, the style aspects and story-line took it to another level, accompanied by luscious cinematography and spatial setting. It’s a story based on a richly evocative soundtrack with no dialogue, showcasing the power of female friendships , with clothing as a symbolic metaphor for the heroine’s journey of healing.

 

 

In this same year, Kenya had its first fashion film when Stylist Sunny Dolat, teamed with Jim Chuchu and the rest of the NEST Collective, to create a series of fashion films inspired by the collections of a set of designers who include Katungulu Mwendwa, Wambui Mukenyi, Blackbird Jeans and Nick Ondu.

The concept of storytelling in fashion films is one that is fascinating. Some of the existing ones either have dialogue or not. When the NEST produced ‘To Catch a Dream’, they had the honour of starring Ajuma Nasenyana, a top international model, the film is directed by Jim Chuchu, a renowned film maker.

 

‘You are it’ is a fashion film by Gecko productions, produced by Annabel Onyango. The story is based on a traveller (Charity Namnyak), who finds herself in a haunted isolated building. In the event, she finds another lady who finally finds her freedom after the traveller takes her place. Pretty deep story line but you also get to admire the amazing designs created by Katungulu Mwendwa, Namnyak and Kapoeta.

 

Neibaz fashion house took a different angle in explaining a story through their signature style. Known as the ‘Golden Child’, they managed to bring fashion into character, A story told in a freeze frame motion video. It is based on a girl who is seeking identity in a male dominated world. The visuals are propelled further with a soothing soundtrack by Enya.

 

The rest of Africa has also endorsed this concept, hence allowing corporate brands to get a chance of sponsoring fashion film events. The Mercedes-Benz sponsored Bokch South Africa International Fashion Film Festival started in 2014. It is a platform that brings together creatives in film and fashion( one of the most sought after fashion festivals globally since then).

As fashion finds its way in film, the audience has more to look for other than the story-line and drama.