ASVOFF

A Shaded View on Fashion Film (ASVOFF) is a blog about fashion].

Created by journalist Diane Pernet and launched in September 2008 as a three day event at the national museum of Paris, Jeu de Paume, ASVOFF which took the form of a full festival showcasing feature films, documentaries, conferences, performances and installations. Pioneering, having brought together names such as Mike Figgis, Erwin Olaf, Nobuyoshi Araki, Steven Klein, Chris Cunningham, Chloe Sevigny, Ruth Hogben, Georgie Greville, Elisha Smith-Leverock, Waris Ahluwalla, Maison Yves Saint Laurent, Nick Knight, Johan Renck and welcomed by: Centre Pompidou, Jeu de Paume, Milano's Palazzo Morando with the support of Italian Vogue, Barbican Art Gallery, Guggenheim Bilbao.[1]

Diane Pernet’s first degree was in documentary film making at Temple University[2] and she has been making small low-fi movies for years. She also worked as a costume designer for, amongst others, director Amos Gitai. So the founder of ASVOFF knows how important fashion is in a film .[3]

Contents

Places

Besides its annual festival in Paris in September, ASVOFF has other projects around the world.

Other places on the ASVOFF list[4]

History

Mark Eley of Eley Kishimoto commissioned her to make a road movie for the launch of his new menswear line.[5] It was a short film that documented his participation in the GUMBALL 3000 which was a car race that went from London to Monte Carlo. The 18 minute film was called The Adventure of Pleasure.[6]

She showed the film to Dino Dinco, her Los Angeles collaborator at the time and he asked her if she wanted to screen it in LA. A day later EGR (Enrique Gonzalez Rangel), her Mexico City contributor, sent her a fashion film that he made and the first fashion film festival was born: “Your Wear It Well”. It was launched in August 2006 and had its second edition in 2007.[7][8]

Besides the work of Diane Pernet and EGR, You Wear It Well featured video creations from Maison Martin Margiela, Nick Knight/Alexander McQueen, Jeremy Scott, Bernhard Willhelm, Marcelo Krasilcic, Jean-Charles de Castelbajac, NOKI and Ruben Toledo.[9]

In November 2007 Diane Pernet also co-curated the NOOVO fashion and photography festival in Santiago de Compostela.

A Shaded View on Fashion Film

After falling out with Dino Dinco, Diane Pernet decided in 2008, with the support of producers David Herman and Antoine Asseraf, to take the festival from a one day program to a three day program and to make it an extension of the ASVOF blog, hence the name ASVOFF (A Shaded View on Fashion Film). In September 2008, ASVOFF was launched in Paris at Jeu de Paume.[10]

ASVOFF 2008

The first prize went to Camille Vivier's film Jenny Haniver, and special mention to Jeremy Scott's Video Lookbook. The Public Prize winner of the first edition of A Shaded View On Fashion Film at Jeu de Paume was “The Pattern Film” by Anemone Skjoldager[11]

ASVOFF 2008 Jury List

ASVOFF 2009

In 2009 ASVOFF moved to Passage du Désir/ BETC, followed by an award ceremony held at Centre Georges Pompidou in Paris with jury president Rick Owens. Due to the growing size of the selection, it was separated in 2 sections - Reflection (directors vision of fashion) and Communication (communication of one brand/designer).

ASVOFF 2009 Jury List

ASVOFF 2009 Prize Categories

On October 8th, the Jury headed by Rick Owens[14] handed out awards for the ASVOFF 2009 Fashion Film competition:

ASVOFF 2010

ASVOFF 2010 took place over a three day period from 24-26 September at the Centre Georges Pompidou in Paris, with running installations of the festival’s competition films held at the BETC’s Passage du Desir from 25-28 September.[15]

For this edition Diane Pernet worked together with the young fashion blogger Tavi Gevinson.[16][17]

ASVOFF 2010 Jury List

ASVOFF 2010 Prize Categories

ASVOFF Milano 2010

This edition kicked off in January 2010 at the Palazzo Morando in Milan, featuring 7 hours of fashion films screening and a special installation: "LIGHT SERIES". LIGHT SERIES is a series of 1-minute films commissioned by Diane Pernet and co-curator Antoine Asseraf, in addition to a special contest with Vogue Italia, won by Miho Kinamura and Zaiba Jabbar. [7]

The collaboration was suggested by Frederico Poletti, Communications Consultant, who proposed the idea to Vogue Italia editor Franca Sozzani who thought it was a good project. They found it interesting to make a complementary online event with the launch of Vogue.it.

A selection of the films in the LIGHT series includes: “Blacklight” by Suzie Q & Leo Siboni, “Lights” by Yoann Lemoine, “Short Circuit in the After Hour” directed by Andrea Splisgar, “Sunshowers” directed by Elisa Smith-Leverock in collaboration with jewellery designer Fred Butler, “Untitled” by Sofia Sanchez & Mauro Mongiello, and "Spectre" by Antoine Asseraf & René Habermacher.

A previous ASVOFF project in Milan was Cinema Opera in April 2010. It was a series of films by Michael Nyman at 10 Corso Como.

New York Art Fair 2010

In March 2010 ASVOFF was invited to New York City for the New York Art Fair. The event was organized at SCOPE. The organization of ASVOFF had two projects at the 2010 New York Art Fair. The first one was curating a fashion/art exhibition and the other one was an ASVOFF film program.

ASVOFF 2011

The Centre Georges Pompidou in Paris was also the location for ASVOFF in 2011. ASVOFF 2011 was organized on October 7, 8 and 9th.

ASVOFF 2011 Jury List

ASVOFF 2011 Prize Categories

Future

Diane Pernet would like ASVOFF to be an extension of other film festivals around the world. That would be a way to promote new filmmakers just like she has done for new designers with her blog.

References

  1. ^ "archives". A Shaded View On Fashion Film. http://www.ashadedviewonfashionfilm.com/archives. Retrieved 2011-08-02. 
  2. ^ "Zoo Magazine". Zoomagazine.de. http://www.zoomagazine.de/the_magazine/contributors/. Retrieved 2011-08-02. 
  3. ^ "Diane Pernet on Tavi, Fashion Film, and the Future of Catwalks – Fashionista: Fashion Industry News, Designers, Runway Shows, Style Advice". Fashionista.com. 2010-08-12. http://fashionista.com/2010/08/diane-pernet-on-tavi-fashion-film-and-the-future-of-catwalks/. Retrieved 2011-08-02. 
  4. ^ "about". A Shaded View On Fashion Film. http://www.ashadedviewonfashionfilm.com/about. Retrieved 2011-08-02. 
  5. ^ "Celebrity surfers | Technology | The Observer". Guardian. http://www.guardian.co.uk/technology/2006/aug/13/observerreview.onlinesupplement1?INTCMP=SRCH. Retrieved 2011-08-02. 
  6. ^ [1]
  7. ^ a b [2]
  8. ^ "Diane, A Shaded View on Fashion: You Wear it Well's first prize winner in Copenhagen was Jeremy Scott's Starring". Dianepernet.typepad.com. http://dianepernet.typepad.com/diane/2006/08/you_wear_it_wel.html. Retrieved 2011-08-02. 
  9. ^ http://dianepernet.typepad.com/photos/uncategorized/ywiwpostersf.jpg
  10. ^ ""A Shaded View On Fashion Film"". Jeu de Paume. http://www.jeudepaume.org/?page=article&sousmenu=102&idArt=807&lieu=7. Retrieved 2011-08-02. 
  11. ^ "Diane, A Shaded View on Fashion: ASVOFF - the winner of the public prize". Dianepernet.typepad.com. 2008-09-29. http://dianepernet.typepad.com/diane/2008/09/asvoff---the-wi.html. Retrieved 2011-08-02. 
  12. ^ "Diane, A Shaded View on Fashion: ASVOFF-the Jury deliberation". Dianepernet.typepad.com. 2008-09-22. http://dianepernet.typepad.com/diane/2008/09/asvoff-the-jury.html. Retrieved 2011-08-02. 
  13. ^ Posted by diane pernet at 01:53 AM (2009-09-14). "Diane, A Shaded View on Fashion: ASVOFF 2 jury meeting". Dianepernet.typepad.com. http://dianepernet.typepad.com/diane/2009/09/asvoff-2-jury-meeting.html. Retrieved 2011-08-02. 
  14. ^ "Rick Owens honored at fashion film festival, winners announced - Fashion, Life & Style". The Independent. 2009-10-10. http://www.independent.co.uk/life-style/fashion/rick-owens-honored-at-fashion-film-festival-winners-announced-1800768.html. Retrieved 2011-08-02. 
  15. ^ "'A Shaded View on Fashion Film'". Vogue.it. http://www.vogue.it/en/talents/vogue-video-lab/2010/07/a-shaded-view-on-fashion-film-n-3. Retrieved 2011-08-02. 
  16. ^ —Sarah Perpich (2010-09-25). "Diane Pernet And Tavi Take The Shaded View Of Fashion Film : style file: daily fashion, party, and model news". Style.com. http://www.style.com/stylefile/2010/09/diane-pernet-and-tavi-take-the-shaded-view-of-fashion-film/. Retrieved 2011-08-02. 
  17. ^ "Diane Pernet en Tavi zoeken filmtalent - Grazia Nieuws". Grazia.nl. http://www.grazia.nl/2010/04/23/diane-pernet-en-tavi-op-zoek-naar-filmtalent/. Retrieved 2011-08-02. 
  18. ^ Mdvanii. "Mdvanii: Interview With Diane Pernet". Mdvaniiism.blogspot.com. http://mdvaniiism.blogspot.com/2010/07/interview-with-diane-pernet.html. Retrieved 2011-08-02. 
  19. ^ http://www.ashadedviewonfashionfilm.com/IMG/pdf/ASVOFF_3_WINNERS.pdf
  20. ^ http://www.ashadedviewonfashionfilm.com/about
  21. ^ http://www.ashadedviewonfashionfilm.com/program

External links