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British Fashion Council Readies Fash/On Film Initiative

Organization is set to throw the spotlight on fashion films come London Fashion Week next week.

FILM FOCUS: The British Fashion Council is set to throw the spotlight on fashion films come London Fashion Week next week. The BFC said it has partnered with the British high street retailer River Island to launch the Fash/On Film initiative, which will support and develop relationships between designers and film makers and provide the opportunity to showcase those films at London Fashion Week. To mark the launch of the program, River Island has created a short film with designer Julian J Smith, who has designed River Island’s new Design Forum collection, which the retailer creates in collaboration with designers. The film will premiere at London’s Mayfair hotel Feb. 18, and will be shown alongside a screening of the Diana Vreeland documentary, “The Eye Has To Travel,” hosted by the online magazine Test. And for the spring 2013 season, Fash/On Film is inviting emerging filmmakers to submit ideas for a brief set by a British designer to create a fashion film. The film maker selected will win professional support and mentoring, and will have their film showcased during London Fashion Week in September.

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