The Cannes Film Festival opens today and, while I’m genuinely worried about the barrage of emails I will get from different fashion houses showing actors/actresses wearing a design from this or that collection, I'm relieved the red carpet won’t be the only place where we will be able to explore further the fashion and cinema connection.
The StyleStar project I mentioned in a previous post is indeed being launched for the first time in Cannes, bringing the film, fashion and technology trinity on the Croisette, right in front of the Carlton Hotel.
StyleStar was first launched last year at the Venice Film Festival and then replicated during Milan Fashion Week, premiering shortcuts by famous directors for brands such as Chanel, Louis Vuitton and Salvatore Ferragamo.
The Cannes-based version of the StyleStar project (on until 23rd May) is a slightly different and more international event with a new lounge comprising two mini-theatres for screening short films and 3D projections.
A separate area will be dedicated to web interviews for stylestar.tv and to talk shows and debates that will focus on interesting topics that may provide some inspirations to both directors and designer, such as “From Fashion to Cinema: Shaping the Future of the Fashion and Luxury Landscape”.
Apart from the press, bar and restaurant area and a private terrace opening on the bay of Cannes, the lounge will also include a special section hosted by PR company Karla Otto, dedicated to showroom activities. On 21st May a special event will also celebrate the pioneers of short branded films with a new media partner, W Condé Nast Usa.
Short movies on different brands will be screened from today until the end of the Cannes Film Festival: among the most interesting events in the programme there is an animated short movie by artist Felice Limosani entitled “Behind the Brand”, while new projects will be presented by Gilles Gaillard, Managing Director of Mikros Image, winner of the 2010 Oscar for the Best Animated Movie with François Alaux, Hervé de Crécy and Ludovic Houplain's Logorama, a clever 16-minute thriller full of car chases, shootings, kidnappings and apocalyptic adventures in an imaginary world created employing around 2,500 logos.
Looking forward to seeing what the StyleStar team has got up its sleeve this time, especially thanks to its new partners and innovative projects.
I'm particularly curious to see if the event will spark up a new dialogue between powerful fashion brands and young directors and if there will be the possibility of seeing luxury brands supporting cinema in intelligent ways (from restoring films to promoting fashion events connected with film studies).
I also hope the event will inspire young people - fashion, film and marketing students included - to play a little bit with our branded existences in Logorama style and give a dark and ironic twist to stories involving fashion and luxury brands.
To put you in the mood for Cannes I’ll leave you with New Order’s "World (The Price of Love)", a video I simply can’t take out of my mind every time I think about the French film festival.
As you may remember the video was shot (with a fascinating camera movement) along the Croisette and features quite a few shots of the 338-room luxury InterContinental Carlton Cannes hotel.
Famous for hosting international movie stars during the film festival, the hotel – also appearing in Alfred Hitchcock film To Catch a Thief, starring Grace Kelly and Cary Grant, reeks in New Order's video of luxurious decadence, becoming the perfect set for fast and meaningless love affairs, sex and prostitution, that, incidentally, too often turn into integral elements of the fashion scene.
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