SOMA Magazine SOMA Film and Music Issue Aug 15 | Page 82

Film

La Jolla

International Fashion Film Festival
text by JenniFer Moulaison

The classic glamour of Hollywood film society has always paired
splendidly with the pinnacle of haute couture fashion. Today,
the new genre of the fashion film is considered by many to be
the most integral part of a fashion brand’s advertising campaign. Among the palm-lined streets of sunny, coastal La Jolla,
an important fashion and film festival has quickly evolved into
what is described as the Cannes Film Festival meets New York
Fashion Week. Those who appreciate great films as much as the
stunning ensembles showcased within them, eagerly mark their
calendars for the La Jolla International Fashion Film Festival
(LJIFFF), which takes place each year at the end of July.
Chosen for its environmental similarities to that of Cannes,
La Jolla’s moderate climate and dramatic setting, complements
the beauty of the fashion industry and their films. It might be difficult not to be upstaged by some of the most picturesque Pacific
coastline California has to offer, but the LJIFFF holds its own
and continues to gain momentum and recognition as the largest gathering of fashion film professionals. This is no small feat
considering just a decade ago, the concept of the fashion film
didn’t exist the way it does today. What began as a novelty and
means for only the most avant-garde fashion houses to surprise
their audience while showcasing and marketing their freshest
designs, quickly became a new standard for all designers.
Now in its sixth year, the event takes place at the Museum
of Contemporary Art San Diego and draws a global audience
of many highly respected names among the fashion and film
industries. The festival is fueled by the remarkable short fashion films, created by talented directors worldwide. Fred Sweet,
founder of the LJIFFF, felt these individuals deserved an outlet
where they could be recognized for their efforts. “I have seen
six minute fashion films more provoking and engaging than 90
minute feature films,” says Sweet. Early on, he anticipated the
growth and success of this unique art movement.
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Offering two days of film screenings, seminars lead by influential names in fashion and film, dazzling after-parties, press
receptions, and an awards ceremony, the LJIFFF has all the
defining characteristics of a high profile event. But what would
a film festival be without a red carpet? LJIFFF’s red carpet
affords guests and celebrities the chance to be interviewed by
the world’s press. Also featured on the carpet, are a selection of
garments and collection pieces from nominated films, displayed
to showcase talented fashion designers’ creativity and craftsmanship. The LJIFFF has seen some exceptional highlights in
past festivals such as hosting the world’s first Karl Lagerfeld
fashion film retrospective with many of his early works.
The films nominated for the LJIFFF award ceremony are
chosen very carefully and thoughtfully. “We review over 11,000
films during the process,” says Sweet. “The final number of
nominated films usually winds up around 75 screened over two
days and all the big brands are represented alo