How intrigued was I while browsing Style Insider to come across River Island’s first fashion, or should I say Fash/On, film? I’ve since discovered that in conjunction with the British Fashion Council, River Island is sponsoring a ground-breaking new initiative that seeks to combine the medium of film-making and fashion design. How cool is that? The designs seen in River Island’s fashion film are from Julian J Smith’s collection for the brand’s Design Forum.
While fashion films have become increasingly popular of late – Inez and Vinoodh are big fans of them – this official initiative shows that there are no limits where fashion is concerned, that there is always room for more avant-garde forms of fashion creation, production and promotion. Fash/On launched recently at London Fashion Week, where crowds of fashion industry people and bloggers alike could take in a film or two between live streaming of catwalk shows in the Courtyard Show Space.
I’m really astounded (in a good way of course) by this initiative. It’s fresh and exciting, inspires further creativity and will really cement 2012 as River Island’s year. Applications are open for September’s rounds of LFW Fash/On films now. To check it out, see here.