The concept of the Fashion Film is fast gaining popularity in many circles, not least of which fashion and lifestyle brands. The fashion film seeks to create an emotional connection with the viewer, thereby enhancing the brand experience. The genre has been pioneered by fashion stalwarts such as Armani, Guess and Karl Lagerfeld.
Fashion film festivals have sprung up in all major centers across the globe, including New York, Madrid, Miami and Berlin and have become firm favourites on social event calendars. South Africa has joined this top tier line up with the Mercedes Benz Bokeh South African International Fashion Film Festival being established in 2014. Bokeh came about from the vision, passion and determination of Cape Town based film maker Adrian Lazarus.
Adrian’s foray into fashion films started in 2013 with his production Steam 1886, which won the best art direction award at the International Fashion Film Awards in La Jolla, USA in 2013. His experience at La Jolla sparked desires for a similar festival in South Africa, one that would have a unique South African imprint and vibe to it.
Adrian freely admits to having no concept of a fashion film prior to 2013 but, as with any newly evolving art form carving out its niche, was gripped by the possibilities when he contemplated just what a fashion film could achieve. With an increasing number of fashion houses now taking serious note of the genre, fashion films are moving from purely behind the scene’s video to the fashion film constituting a critical element of the brand marketing strategy.
The inaugural Bokeh festival, held in 2014, was a resounding success and resulted in significant international acclaim. Going into the 2015 festival, to be held in Cape Town on 27 and 28 March, Adrian has seen growth with an increased number of submissions by new entrants eager to gain access to this emerging platform. A platform where the rules are still being written and unbounded expression is the name of the game.
So what makes Bokeh different from other film festivals? Adrian believes that, by contrast, Bokeh is a celebration of the art form and its associated industries. These industries include fashion, design and lifestyle brands, to name but a few. During the festival, the daylight hours will see a series of discussions and workshops being hosted by industry leaders, giving opportunities to those involved in film making to explore other aspects of the process. Adrian has spent time presenting the concept of the fashion film, and in particular Bokeh, to colleges and fashion schools around Cape Town, encouraging students to think outside the box, explore the concept of a fashion film and come along to the festival and engage with and learn from those currently making fashion films.
By night Bokeh becomes a VIP Red Carpet Gala Event showcasing not only the winning films but also fashion from local designers. Ample opportunity will be given for guests to engage with designers and film makers showcasing at the festival. Pop Up retail space will further allow fashionable guest to acquire fashion pieces.
An international panel of experts from both the fashion and film industries will judge the submissions; these judges comprise film directors, fashion magazine editors, designers, stylists, fashion bloggers, brand managers and art directors. They will each bring a wealth of knowledge and expertise from their respective fields, ensuring all the stringent criteria are met in the judging process.
Adrian has plans to extend his vision for Bokeh as the festival grows organically. He foresees a five-day festival incorporating more lifestyle brands with a greater level of interactivity and an increased number of installations at the festival.
Bokeh have kindly sponsored tickets for a My Lime Boots couple to come along and enjoy the festival at the VIP gala event on the evening of 28 March. Please note you will be responsible for your own transport if you are not Cape Town based.
What do you need to do to stand in line for these much sought after tickets? Sign up to the My Lime Boots Blog email list, to ensure you receive our latest posts as they are released, then snap yourself in your most Bokeh-appropriate outfit and post it on Instagram. Tag the My Lime Boots Instagram account on your post and use the hashtags #MLBBokeh and #BokehFFF. Each day we will choose the most creative outfit and post your selfie on our Instagram account. Based on all submissions the most stylish outfit will be chosen as the winner of the ticket giveaway. Get those fashion brains thinking and start snapping!
For more on the festival and detailed line up, check them out here.