“an innovative, immersive and interactive piece of film”
The British Fashion Council has selected Gareth Pugh, House of Holland and Jean-Pierre Braganza as this years winners, and they have received funding to create fashion films to be showcased at a special breakfast event open to the public at the AW15 London Fashion week at the end of this month.
Jean-Pierre Braganza has been working with River Island (who have been sponsoring the innovative idea since it began in February 2012) on his film, using one of the new gadgets from Google. ‘Google Cardboard', a fold-out cardboard mount that enables users to experience film through a virtual reality headset and a smartphone app. UK Sales Director of Google and President of the British Fashion Council Digital Pillar, Peter Fitzgerald said, "We're delighted to see River Island using Google Cardboard to create such an innovative, immersive and interactive piece of film, turning their customers' smartphones into a virtual reality experience. It's a great example of how fashion and tech continue to drive and inspire each other."
The British Fashion Council support both menswear and womenswear designers who want to use film as a medium to display their latest collections at either London Fashion Week or London Collections: Men (LC:M). At LC:M AW15, Casely-Hayford, James Long and KTZ received funding by the Fashion Film initiative. In the three year since its launch, Fashion Film has helped fund many designers including Mary Katrantzou, Christopher Raeburn and Sibling who have worked with directors and producers such as Matt Lambert and Nick Knight.