The film you're about to watch, an impressionistic, dreamlike interpretation of the spring 2010 collection from Belgian duo A.F. Vandevorst, worn by model Evelina Mambetova, was created by video artist Zach Gold and stylist David Dumas, and art-directed by Michael Sturgeon. The movie could be the beginning of a whole new genre of entertainment; fashion cinema, a collision of the worlds of design and moviemaking. Gold and Dumas have both been individually involved in similar project before--the former made a short devoted to Issey Miyake, the latter with a film called Cake, which was shown at MoMA--but they are of the same mind when it comes to showing fashion on the big (or small) screen: that the moving image is about to have the same impact on fashion that it had on music in the eighties, when musicians suddenly realized that art-directing a video could enhance not only their songs, but also their image.
It's not the first filmic interpretation of clothes, of course; only the other week, David Lynch debuted his sixteen-minute Lady Blue Shanghai, starring Marion Cotillard for Dior. But Gold and Dumas's movie eschews typical Hollywood concerns, like narrative and character motivation, that have driven fashion on film till now in favor of haunting imagery. Their aim was to create what Dumas calls "the subjective experience of fashion." Two people who had a very personal opinion of the project were Filip Arickx and An Vandevorst, whose only involvement was loaning looks from their spring collection (currently being sold at the Corner). "We weren't involved with what the film would be like at all," they say, "but it's the perfect embodiment of who we are." More designers are likely to feel the same way soon: Gold and Dumas have other fashion-cinema projects in their sights.
--Mark Holgate, Vogue.com
Zach Gold is an award-winning artist whose work explores and celebrates the experiential relationship between fashion and art. He has exhibited and lectured internationally, as well as created campaigns for many of the biggest brands in the world. His work is in the permanent collection of the Metropolitan Museum of Art in New York.
MUSIC: Casa Nova Studios
CAST: Evelina Mambatova
DIRECTOR OF PHOTOGRAPHY: Steve Romano
ART DIRECTOR: Michael Sturgeon
STYLIST: David Dumas
HAIR: Eloise Cheung
MAKE-UP: Vincent Oquendo
CONCEPT: Zach Gold & David Dumas
EXECUTIVE PRODUCER: Zach Gold
PRODUCER: David Dumas
PRODUCTION DESIGN: KC Haxton
FIRST ASSISTANT DIRECTOR: Jen Vitale
LIGHTING DESIGN: Christian Ern
ASSISTANT TO THE DIRECTOR: Brandon Finney
CASTING: Maurilio Carnino
PRODUCTION MANAGER: Mani Zarrin
FIRST AC: Jason Vandermeer