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Film director Mārtiņš Grauds. Photo from the personal archive

If I’m not mistaken, Karl Lagerfeld has done something like this. Yet when we began to think about what this genre really was—fashion shorts—the fashion designer Keta Gūtmane and I tried to create our own definition, to define it for ourselves.

Wasn’t some proposal given from the side of the ASVOFF festival?

Two words: “fashion short.”

Could you give us a brief retrospective about the creation and series of events behind Lust Lust?

When Keta and I met, we understood that we wanted to work together. We began to toss around ideas—I came with my own pile of ideas, and Keta with hers. At the basis of her concept was a transformation of surrounding objects into outfits. It became clear to me that, this time, I had to put my own ideas aside.

In the next stage we began to think about outfits, the models who would wear them, and the setting where the action would take place. We thought up eight or nine outfits and discussed how to unite them and put them into a story. It quickly became clear to me how to tell this through a story, instead of through moving photographs. Because no matter what, a story will always be interesting to people. At that point we were joined by the playwright Ivo Briedis. We found the taxi driver character, who unites these various outfits, situations, and settings. We reduced things down to four outfits, and then began work on casting and location scouting.

Thanks to our friendship with the brothers Mārtiņs and Kārlis Dambergs, we could film in Kuldīga. In Kuldīga, we were also lucky to have very forthcoming people, both in the city council and in a local theater group. 

When the film was ready, it turned out we were spot-on target! After the competition [the short film competition Fashion is Passion, organized by the Domina shopping center, where Grauds and Gūtmane’s fashion short film won in 2009, beating more than sixty submitted scripts and five selected works that received funding for production – A.Č.], Diane Pernet [a French fashion journalist, patroness of the fashion film festival ASVOFF, and honorary member of the 2009 Fashion is Passion festival’s jury – A.Č.] proposed that we show the film at the third annual ASVOFF fashion short film festival in France. 

The festival’s rules and regulations state that a short film should be five minutes long; our film was originally ten minutes long. By the way, I like the shorter version we made much better; we managed to avoid superfluity, and everything remained compact—a short and concentrated narrative without a single excess frame. 

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