Editor's pick film

Seven AW17 fashion films we can’t get enough of

Miu Miu AW17
Miu Miu AW17

A flurry of new fashion films launching for the autumn/winter 2017/18 season have seen us taken from New York to London, with the 1920s, a retro space age future and a tribute to Planned Parenthood thrown in. Here are seven to know about:

1/ Miu Miu

Taking us back to the 1920s is Miu Miu, featuring actress Naomie Harris and supermodel Kate Moss along others, heading to a film screening in New Orleans where they dance alongside the Preservation Hall Brass Band. Filmed with an old-school aesthetic, with fast-paced editing, representative of this jazz era, it was directed by Alasdair McLellan with creative direction from Giovanni Bianco.

2/ Chloé

To celebrate the opening of another store in London, Chloé created The Full English. Starring, Anna Brewster as the style vixen, Camille Charriere as the influencer, Christabel MacGreevy as the Firecracker and Izzy Bizu as the siren, it was directed by Sophie Edelstew, in collaboration with online magazine-meets-concept store Semaine. Capturing the zeitgeist of our time, the short tale mentions Instagram World Records, focuses in on the fussy eater and more.

3/ Gucci

The season really got going with Gucci and Beyond, a Star Trek-inspired campaign, directed by Glen Luchford under the creative direction of Alessandro Michele. It features everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures, as already reported.

4/ Moncler

Following on with the retro-future theme, Moncler presented Moonray, directed by Golgotha, under the art direction of Régis Tosetti. Set on a mysterious planet with a mysterious alien, it sees a boy and girl fighting to protect their Moncler jackets.

5/ Proenza Schouler

Proenza Schouler has taken the focus away from itself and is instead supporting Planned Parenthood of New York City with its seasonal campaign work. Directed by Hayley Weir, it stars the likes of Amber Valletta, Grimes, Hanne Gabby Odiele, Hari Nefe, Stella Tennant and more, all discussing their various experiences around sex and gender. The film serves as a call to action to support the US-based non-profit for sexual healthcare surrounding the Trump administration’s threat to remove its funding.

6/ Diane Von Furstenberg

Diane Von Furstenberg’s first campaign under Jonathan Saunders takes to the streets of New York to celebrate where the brand was founded. Shot by Oliver Hadlee Pearch and directed by Jonny Lu Studio, it praises the optimism, energy and unique characters found in the city, all the while Brooklyn-based poet Rachel Kang shares an exclusive piece of work as a voiceover.

7/ Stella McCartney Lingerie

While the mainline Stella McCartney campaign took us to a landfill site, the brand’s lingerie film is all about friendship. Model Kenya Kinski-Jones shares her thoughts on the subject all the while reminiscing about summer days, with her pals around her.

Editor's pick film

Gucci’s Star Trek-inspired campaign looks to the retro-future

Gucci's autumn/winter 2017 sci-fi campaign
Gucci’s autumn/winter 2017 sci-fi campaign

Gucci’s autumn/winter 2017 campaign takes its influence heavily from the sci-fi world of the past, with all manner of Star Trek references.

#Gucciandbeyond, as the short film is called, was directed by Glen Luchford under the creative direction of Alessandro Michele. The Star Trek call outs aren’t just a nod, but rather a full attribution to CBS on all assets, yet the spot sees multiple further motifs from the sci-fi of the 50s and 60s.

Indeed, there’s everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures (and made up models). There’s even a Tribble and a Tyrannosaurus Rex. Other references include Forbidden Planet, thanks to Robby the Robot, while the music comes from Space 1999.

Michele’s aim, according to Gucci, was to portray a “retro-futurist” world – hence the somewhat lo-fi approach to what the “future” might indeed look like.

Needless to say, the collection itself fits right in to its surrounds in full tribute mode too. As GQ writes: “Where other fashion houses might frame clothing in minimalist settings—the better for it to standout—Michele and Gucci prefer settings that are just as adventurous as the clothes featured in them. After all, these aren’t the clothes you wear to just flex here on earth; they’re apparently the suits, sneakers, intarsia sweaters, shimmering leggings, overcoats, and more that you wear to flex in a neighbouring solar system, too.”

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Stella McCartney debuts haunting menswear film from Sean Ellis for AW17

Cillian Murphy in Black Park for Stella McCartney menswear
Cillian Murphy in Black Park for Stella McCartney menswear

Stella McCartney has unveiled a short film directed by Sean Ellis and starring Cillian Murphy for her new autumn/winter 2017 menswear collection.

Black Park, as it’s called, is a darker more ominous piece of creative than you’d normally expect from the designer – one that’s more fitting to the director, who is known for features including The Broken and Anthropoid. He was also a fashion photographer before he started making films.

This 90-second spot opens on a sombre Murphy lying in the woods – next there’s a flash of him running, then of a deserted cabin before said cabin is on fire. Throughout the film also returns to, and ends on, a line of strip lights pulsating in the darkness. The overall feel is an unsettling one, albeit unclear as to why.

“There’s a beautiful precision in Sean’s work,” McCartney explains to The Business of Fashion. “I don’t like that much precision. Most things I do, I really rebel against that. But with Sean and the menswear, it just felt right to respect the level of quality in the manufacturing.”

Paul McCartney meanwhile, created the soundtrack, which is as haunting as the film itself. Stella refers to her brief as wanting “weird shit”, which she knew her Dad was capable of.