The first ever Australian Fashion Film Awards to recognise outstanding achievement in both the fashion and film industries has today been announced.
In May 2015, the Australian Fashion Film Awards (AFFA) will host their inaugural annual awards ceremony to celebrate the latest outstanding achievements in the genre of fashion film by brands and artists who are at the forefront of their industries.
Anastasia Fai, Founder of AFFA, said that she is excited to spotlight Australia on the world map in this rapidly growing genre.
'We have incredible talent in Australia in both the Fashion and Film industries. AFFA will celebrate the fusion of the two industries that are working closer and closer with each other.
'The fascination and access to film production has meant that a photo shoot is no longer enough to launch a new fashion concept. More and more leaders in the fashion industry are recognising the need for a short film to articulate a brand's personality to millions of people around the world who are consuming video content online. In fact, viewers are 64% more likely to buy a product on an online retail site after watching a video."
'We are excited to showcase these great Australian fashion films during Mercedes-Benz Fashion Week Australia through their digital platforms in April."
There has already been an overwhelming response to this underrecognised growing contributor to the fashion industry. Some of the talent, agencies and brands represented include:
Iconic fashion journalist, Marion Hume, is one of the judges for the awards and will be flying to Australia for the AFFA launch event to announce the finalists. Marion will be joining a star studded line-up of judges who are all at the forefront of the Fashion and Film Industry:
Sandra Levy AO - CEO, AFTRS
Graeme Mason - CEO, Screen Australia
Emma van Haandel - Founder, EVH
Nicole Warne - Celebrity Fashion Blogger
Marion Hume - International Fashion Journalist
Prof Ian Bofinger - Executive Dean, Australian Institute of Music
Michael Azzollini - Celebrity Fashion Stylist
Jodie Fox - Shoes Of Prey, Designer & Co-Founder
What is AFFA?
The Australian Fashion Film Awards (AFFA) is a not-for-profit organisation, which has created a platform for synergy between the fashion and film industries and nurtures growth of the fashion film genre in Australia, both here and internationally.
AFFA will recognise, celebrate and reward excellence and creativity. Our objectives are to nurture artistic vision, enable new partnerships for brands, generate career opportunities for young talent and support the local fashion industry.
The Fashion Film Genre
Is one of the most exciting genres of film making today and is ever evolving, with the medium increasingly influencing and transforming the landscape in which fashion is experienced. Innovative brands are increasingly embracing the medium to create works that are evocative, self-aware, beautiful, satirical, thought provoking and push creative boundaries.
In these technically innovative times, the cinematic outcome can then be shared with vast numbers of modern day consumers, desiring instant online connection with the world around them. With its universal appeal and influence on self-expression, fashion film plays an exciting part in this exchange.
There is already a global trend from some leading brands to have a short film as the new TV commercial. This was largely seen through the World Cup and the Nike, Apple and Dr. Dre Beats ads. Houses of Dior and Chanel has also been some of the leading brands for this in the fashion industry. It's clear which direction the trend is heading in and we need to ensure the Australian fashion and film industries are part of setting the trend.
Anastasia has had a distinguished career in both the fashion and film industries. She currently runs a boutique media agency and teaches at the Australian Institute of Music. Anastasia has had vast experience in the fashion industry both as a celebrity stylist and video director.
At the awards red carpet ceremony, the following categories will be recognised and awarded:
Best Australian Fashion Film
Best Hair and Makeup
Best Sound Design
Best Visual Effects
Best Student Fashion Film
Best Independent Fashion Film (independent, non-commissioned work)
Best International Fashion Film