Fashion, Beauty, Style Film Festival – A Shaded View on Fashion Film (ASVOFF) Centre Pompidou, Paris 7 – 9 October, 2011
The new fashion short film by Keta Gūtmane and Mārtiņš Grauds, “Creak”, will be participating in the annual fashion short film festival, ASVOFF, at the Pompidou Center in Paris.
The Paris fashion short film festival, A Shaded View on Fashion Film, literally emerged as an extension of the fashion blog of the French fashion journalist, Diane Pernet. Pernet is not only an icon of fashion, but also has experience in film making and the creation of costumes. With her prized short film festival, she challenges universally accepted forms of fashion presentations and conventional parameters of film.
With intent to promote not only new fashion designers, but also film makers, Diane inaugurated the first ASVOFF festival in 2008, at the Paris contemporary art museum, Jeu de Paume. The procession of successive ASVOFF's didn't limit themselves to bright pageants of short films shown during the gray prelude to autumn. ASVOFF participates at the Cannes Film Festival with a compilation of the best short films of the festival; it travels the world engaging in conferences and with parades of short film cinema artifacts and installations. The affair has unfolded on screens at the Barbican Art Gallery in London and at the Guggenheim Museum in Bilbao, and has been received as a special guest in New York, Tokyo, Milan, Moscow, Mexico and elsewhere.
Unlike the first two festivals, at the third one, in 2010, the ASVOFF short film judging system increased the number of awarded categories. It was in this year that Latvia's fashion short film won. The five-minute concentrated message created by director Mārtiņš Grauds and fashion designer Keta Gūtmane, “Lust Lust”, was awarded highest honors and its leading actor, Aigars Stirna, was nominated for best male actor. The two artists will also be participating this year, at the 4th ASVOFF festival, with their fashion short film, “Creak”. It will be shown at the short film program at Paris's Pompidou Center.
In speaking with Arterritory.com, fashion designer Keta Gūtmane reveals that the award-winning short film, “Lust Lust”, quite possibly influenced the future of the ASVOFF judging system, and elaborates on her experiments in creating new materials that were necessary for the new short film.
“This year, the focus of the festival has distanced itself from short films that have been made as works of video or as moving photographs. ASVOFF has centered on films with a story and direction this year. It could be that our film, “Lust Lust”, turned the judging process towards this direction in cinema.”
How would you briefly characterize the concept of the new short film, “Creak”?
At first, the film appears characteristic of the horror movie genre, but during its final part, the outlines of black humor are revealed.
This time, there is only one object at the center of the film – a fashion installation which is formed by floorboards transforming into an object, namely, a dress. Consequently, the concept of transformation is also retained in this film.
Could you elaborate on the fashion installation itself, the creation of it...?
After making the film, “Lust Lust”, I was already riding this wave of transformation; this summer, I was invited to participate in the Cēsis Art Festival's Fashion Designer Exhibition, where the guideline was also “transformation”. In wishing to develop this theme of a room, and still holding on to the same concept – when interior objects transform into clothing – I was swept away by the idea – what if the floor or a wall could take on human shape and transform into an object?
After endless experiments of combining cloth with oak fiber, I came up with a material that could be bent into angles. The angles took on three-dimensional forms, which were malleable and with which wonderful objects could be made – in this instance, the dress installation for the film.
Have you received any reviews from members of the jury on the submitted work?
We received a short message from Diane Pernet: “Great work!” She's always very brief in her correspondence, so this comment means a lot and makes us very happy.
Visual material: scenes from the short film, “Creak”