SCREEN TEST: Gareth Pugh, House of Holland and Jean-Pierre Braganza have won funding to create films that will be screened during London Fashion Week later this month. They are to be shown at a breakfast screening that will be open to the public inside the official catwalk tent at Somerset House.
The British Fashion Council’s Fashion Film initiative, sponsored by British high street retailer River Island, supports designers who want to use film as a medium. Fashion Film provides funding and screening opportunities during both the men’s and women’s shows. This is the first time there will be a breakfast screening open to the public.
River Island is also working with Braganza and Google to create a film using Google Cardboard: Guests at the screening will be able to view the film through a virtual reality headset downloaded onto a smartphone.
In the past, Fashion Film has helped fund designers including Christopher Raeburn, Eudon Choi, Jonathan Saunders, Mary Katrantzou, Nicholas Kirkwood and Sibling to work with directors and producers such as Ellen Von Unwerth, Matt Lambert and Nick Knight.