Milan Film Festival to launch alongside MFW
The perfect pairing
As part of its ongoing rejuvenation project, Milan Fashion Week in September will also mark the first Fashion Film Festival Milano, the brainchild of Constanza Cavalli Etro.
The festival will run over September 14 and 15, and has plans to host an exhibition of fashion short videos by established designer brands. Partnering with the Italian Chamber of Fashion, the films will be shown throughout fashion week, from September 17-22. The festival's closing event will take place at the Triennale museum with a cocktail party hosting around 300 guests.
"I felt it was appropriate to create an event that puts together fashion and movies, a moment of open congregation targeting young creative talents, bringing them into the world of fashion, flanked by the work of big brands at the same time," said Cavalli Etro during an exclusive interview with Jane Reeve, CEO of the Camera Nazionale della Moda at the association's headquarters in the city. "Fashion week has been somewhat distant from young people."
The organisation has already received 150 videos from around the world, and 70 films from designer brands.
In fact, several designers have recently been developing movies as a marketing tool and creative release, projecting their vision and style through storytelling and beyond the stillness of photos, with industry examples in Italy include Giorgio Armani, having worked with Martin Scorsese since 1987. Concluding her interview, "A film tells the soul of a brand," said Cavalli Etro.