So this fashion film is quite interesting to look at for a number of reasons.
Firstly, the female character depicted seemingly appears vulnerable and helpless. The notion of vulnerability can be referenced back to early classic hollywood characters. In this film, her helplessness is portrayed through her jerky and uneasy bodily movement. The screen shots, starting at the feet and panning up slowly so show her instability. She seems to be lost in a haze and there is a sense of uncontrollable struggle for this character. We see the famous transformation sequence again referenced from classic Hollywood, where she transforms progressively as a bird-like creature. However the audience is left wondering if in fact this transformation has turned her into a beautiful chameleon or a lost soul.
The costume is cleverly chosen. It very much transcends all three domains within its greater meaning: narrative; spectacle; ideologies.
Narrative: As the costume changes, we are informed that the transformation is taking place. The hidden face under numerous layers of bedazzling beads suggests this person has lost themselves - trapped - perhaps in a world of consumption; maybe they hiding are behind this idea of the whole endless sphere of consumerism - through their clothing and the performativity that goes along with it.
It is interesting to note that the costume has been selected carefully to compliment the lighting, the mis en scene and indeed the music. The line is clearly defined by this beautiful but at times fragmented silhouette. This is further highlighted by the editing in which audiences are watching a shaking camera and sometimes sequences that are the polar opposite to "flowing" - rather they are fragmented. Like classic Hollywood, the director has cleverly introduced the idea of texture by dressing the actress in faux fur or some sort of feather boa. This is important to consider as a signal purposely elicited to attain an element of femininity within the character. Ironically in the first few opening minutes it is hard to distinguish whether the character is in fact male or female. It very much draws on the Hollywood Gamine Look - with the short sleek hair and dark eyes. In quite a disturbing way, this film does somehow force the audience to question gender.
Spectacle: Although the costume in this film very much assists with the narrative - ie. the transformation of this bird like creature, their journey, their rise and their decline, at the same time it very much looks at fashion as a spectacle. The glimmer and the shine, the texture and the movement all reference back to couture of the early 20th century. Its about a non-functional flight of fancy, an intrusive means to transcend the character and enter the sensationalized star-like quality. It is to be remembered for its fetishism of detail, a desire to highlight quality. It is to stand as Iconic by colliding with the dominant narrative in its spectacular nature.
Finally, Ideologies: Whether or not this film sets out to do this, to me it is a commentary about fashion, a parody about consumerism. Behind all the glitz and the glamour and the fur and the costume, you have a soul trying to break free of consumption, trying to find her true identity. As she strips herself slowly of her feathers and clothing she is attempting to deconstruct this notion of masquerade and prescribed fashion types. In a world of consumption, individuality can be easily lost. Trying to regain it presents itself as a vulnerable struggle.
What is most interesting, is this is actually a fashion film for a label - to promote the ideas behind their fall winter collection. So maybe what I have talked about so far is rubbish... but I think in the context of considering the relationship between fashion and film and its linkages to consumption, I may be on to something???
By the way, you may have noticed a slight change in the direction I am taking my research for my essay. I thought it would be more interesting to look at more contemporary short fashion films produced for the benefit of fashion designers and their upcoming collections/storys. I thought looking at these and the future of consumption in this sphere could be very interesting, especially in the domains of either gender and sexuality OR technology.
Spectacle: Although the costume in this film very much assists with the narrative - ie. the transformation of this bird like creature, their journey, their rise and their decline, at the same time it very much looks at fashion as a spectacle. The glimmer and the shine, the texture and the movement all reference back to couture of the early 20th century. Its about a non-functional flight of fancy, an intrusive means to transcend the character and enter the sensationalized star-like quality. It is to be remembered for its fetishism of detail, a desire to highlight quality. It is to stand as Iconic by colliding with the dominant narrative in its spectacular nature.
Finally, Ideologies: Whether or not this film sets out to do this, to me it is a commentary about fashion, a parody about consumerism. Behind all the glitz and the glamour and the fur and the costume, you have a soul trying to break free of consumption, trying to find her true identity. As she strips herself slowly of her feathers and clothing she is attempting to deconstruct this notion of masquerade and prescribed fashion types. In a world of consumption, individuality can be easily lost. Trying to regain it presents itself as a vulnerable struggle.
What is most interesting, is this is actually a fashion film for a label - to promote the ideas behind their fall winter collection. So maybe what I have talked about so far is rubbish... but I think in the context of considering the relationship between fashion and film and its linkages to consumption, I may be on to something???
By the way, you may have noticed a slight change in the direction I am taking my research for my essay. I thought it would be more interesting to look at more contemporary short fashion films produced for the benefit of fashion designers and their upcoming collections/storys. I thought looking at these and the future of consumption in this sphere could be very interesting, especially in the domains of either gender and sexuality OR technology.
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