On February 25th, 2013 Milano Fashion City was host to the first edition of IUFF- International Upcoming Fashion Filmmakers. This is the first fashion film festival reserved to young, up and coming international talents in Milan, fashion capital of the world. An important and unique element of this festival is that it requests the participants to emphasize on accessories. The components taken into account when selecting the winners were direction, photography, styling, illustration, and design, highlighting accessories as a focal point.
The five winners were awarded on different categories which are: Best Concept, Best Accessory Shoes Performance, Best Accessory Glasses Performance, Best Accessory Fur Performance, Best Accessory Bag Performance.
Included in the jury was the Editor in Chief of L’Officiel Italia, Carlo Mazzoni, amongst other professionals in the fashion industry as well as journalists.
The proud winners of IUFF 2013 were: Marcos Mello, Gustavo Lopez Mañas, Alexander Hankoff, Luca Finotti, and Andrea Tese. We reached out to 4 of the 5 winners and asked them some questions regarding their participation in IUFF and their work; here is what they had to say:
LUCA FINOTTI- MIDO AWARD “Flowerworks“
What do you think of the focus given to accessories? In your film what accessory did you choose to play protagonist and why?
I have always given a specific attention to accessories in my videos. we work hard with the stylist to create a world of fashion, made not only from the clothes but from the accessories as well.
There is some days where your outfit is not complete without those shoes, or those sunglasses; that is what I need to express in my videos. Accessories not only change your outfit, they change your attitude, and fashion is a lot about the attitude.
IUFF is barely in its first edition, how do you see the festival five years from now?
IUFF is a new good reality for the Italian fashion system, we need more of these kind of events.
Fashion videos are becoming a new form of art and festivals are a good way to promote them and show new and young talents.
I’m glad to bring my experience and my work into this new project of Diana Secli to help the Italian system to become familiar with this type of reality that is already known in other countries. As an Italian who lives and works outside the country, I’m always ready to support new Italian projects, especially those involving young talents.
ALEXANDER HANKOFF- MIPEL AWARD “Seizure“
What do you think of the focus given to accessories? In your film what accessory did you choose to play protagonist and why?
As far as accessories are concerned, I have always found that accessories are crucial in creating a complete look. It is a very important detail in fashion photography and film because too much, and the look can become very busy, too little and the look can feel as if it is missing something and becomes boring. I must thank Olivia deAmbrogio, my stylist on the film, and a native of Milan, for her attention to detail and personal aesthetic. Without an amazing stylist, powerful fashion imagery is impossible to obtain.
IUFF is barely in its first edition, how do you see the festival five years from now?
I mentioned in my acceptance speech and truly believe that the fashion film industry has finally begun to make its mark on the fashion industry as a whole. As the onset of mobile devices that can access video at faster and faster rates, and television screens being used as advertising billboards become more common and accessible, the natural progression will be to move away from stills and into motion. People want to be moved by fashion, and nothing moves people more than storytelling in motion. This is why the movie business is so lucrative.
Diana at the IUFF was very wise in seeing that this will be the new way in which fashion is presented. I am sure that within the next 5 years, the IUFF festival in Milan will be one of the main events of global fashion week. I would not be surprised if we see fashion film festivals springing up in every major city during their respective fashion weeks based on the IUFF’s model.
GUSTAVO LOPEZ MAÑAS- MIFUR AWARD “Creating Chaos“
How did you hear about IUFF? What persuaded you to participate?
I found IUFF thanks to my agent Lorena she showed me the awards and I send some of my personal projects.
I participated because a specific fashion film festival always caught my attention, I think this festival is a great place to be showed and for me Italy is also very influent place on the fashion industry.
What do you think of the focus given to accessories? In your film what accessory did you choose to play protagonist and why?
Accessories are always an important area of fashion that gives you different ways to create news points of views.
In my film we created an accessory breaking many VHS cassettes and take the film out, the model played and danced with this film during the whole film.
IUFF is barely in its first edition, how do you see the festival five years from now?
I see IUFF like probably an important reference of the international fashion film scene, where many people that are interested on this new wave can check the best films and what’s going on.
MARCOS MELLO- IUFF AWARD “Dark Angel“
How did you hear about IUFF? What persuaded you to participate?
I know because I am the founder of the festival in Sao Paulo film fashion, www.spfff.com.br and Cavallaria www.cavallaria.com – And I’m tuned in festivals that take place around the world.
What do you think of the focus given to accessories? In your film what accessory did you choose to play protagonist and why?
The accessories were essential to the identity of heroin and the cover is the symbol icon to have supernatural powers. Without them the personage would be incomplete.
But without losing the fashion and the beautiful’s Emanuela de Paula, our star.
IUFF is barely in its first edition, how do you see the festival five years from now?
I believe the same way we have the fashion weeks in major cities, see the festivals follow this path. Soon the IUFF following this path, will soon become what is Milan.
