FASHION FESTIVAL: The first ever Fashion Film Festival Milano will raise the curtain on the city’s Fashion Week this month. Seventy short fashion films, each less than eight minutes long, will be shown in marathon style on Sept. 14 and 15, and also during collections Sept. 17 to 22. Tickets are free and anyone can sign up.

Partnering with the Italian Chamber of Fashion, the newborn international talent search — open to any film entrant from any country — was conceived by Constanza Cavalli Etro, an Argentinian communications and fashion professional, and cofounder of two film festivals in Mexico. Cavalli Etro is married to Kean Etro, men’s wear creative director of the family brand.

Jane Reeve, chief executive officer of the Camera della Moda, said she “immediately fell in love” with the idea when Cavalli Etro proposed it six months ago, as it promotes creative cross-fertilization between various artistic genres and fashion, and as a way to engage a wider public during Fashion Week. “It is a gift to the city,” said Reeve.

Thirty films selected from 300 that poured in from around the world now vie for nine prizes, to be judged by a jury chaired by Vogue Italia director Franca Sozzani.

There will also be films by and on major luxury brands that will not compete, being oeuvres of highly established talent. Examples include “Missoni,” directed by Ginevra Elkann; several from Prada, such as “Prada Candy L’Eau” directed by Wes Anderson and Roman Coppola, with Léa Seydoux, or a documentary on Valentino, named after the designer, and directed by Carlo Lavagna.

In a few cases, big luxury names have thrown themselves into the contest as patrons of “young and established” artists. Case in point: “Prada-Asmara,” by Babak Jalali or “Versace-Asmara” directed by Martijn Maria Smits. Both “depict the soul of Italian creativity told through the eyes and art directing of young talents,” according to the festival’s introductory pamphlet. Films by new talents include “Agi & Sam”directed by Edward Housden, on the designers’ “surreal process” of creation and Rhié’s “The Purgatory of Monotony” directed by Ace Norton.

The festival will be back next year.

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