Melbourne Spring Fashion Week (MSFW) saw the inaugural Australian Fashion Film Awards (AFFA) public screening of the official fashion film selection from the 2016 Awards submissions.

The event was held in partnership with the Australian Centre for the Moving Image (ACMI) in Federation Square.

Founding director of Australian Fashion Film Awards, Anastasia Fai says “We are very excited to have partnered with ACMI for AFFA’s first public event. ACMI’s mission to celebrate, explore and promote the moving image, very much aligns with our commitment to the genre of fashion film”.

ACMI’s CEO Katrina Sedgwick opened the screening, in front of an audience of 350 including Deputy Lord Mayor of Melbourne, Susan Riley.

Katrina Sedgwick at AFFA
Katrina Sedgwick – CEO ACMI (Image: Andrew Lee)Ruslan Kogan-Deputy Lord Mayor-Anastasia Fai
Technology entrepreneur Ruslan Kogan, Deputy Lord Mayor of Melbourne Susan Riley with AFFA Founder Anastasia Fai. (Image: Andrew Lee)

Fashion film is a relatively new addition to the short film family. As the words suggest, the films have the fashion as the underlying focus, surrounded by narrative and beautiful imagery. Some are fun and light-hearted, and some are abstract and unnerving.

For designers, fashion film is a great way to communicate with and engage audiences, to tell the story of their brand and collections. Fashion film has no rules; each provides the viewer with a new, exciting and unexpected experience.

The screening included Australian films from funky Australian labels like Maurie & Eve and Mister Zimi, as well as works featuring Australia’s fashion royalty Dion Lee, Strateas Carlucci and Toni Maticevski; and international productions for Vogue Japan to name a few.
A film featuring Supermodel Miranda Kerr was produced by last year’s AFFA People’s Choice Awards Winner, Gracie Otto.

Mister Zimi“Poolside” – Mister Zimi

Strateas Carlucci - Noumena Fashion Film
“Noumena” – Strateas CarlucciThree Women Arrive
“Three Women Arrive” featuring Dion Lee and Toni Maticevski, directed by Görkem Hayta.Miranda K
“Mystique” featuring Miranda Kerr, by Gracie Otto

For MSFW the screening included a special Melbourne Edit of locally produced films from Squeak Design and Gusto & Elan.
How to Scarf by Squeak
How to Scarf – Squeak Design

The 2016 finalists will be announced in the coming weeks and will be judged by the celebrity AFFA Jury panel that includes ACMI’s CEO Katrina Sedgwick, Evan Green (Chief Marketing Officer Grammys), Cate Smith (Marketing Director Paramount Pictures), Michael Goldberg (Creative Director, Victoria’s Secret), Marina Go (General Manager, Harper’s Bazaar, ELLE and Cosmo), Negin Mirsalehi (International Fashion Blogger), Marion Hume (International Fashion Journalist), Max May (Celebrity Make-up artist), Candice Lake (Photographer, Contribution Style Editor Vogue)

The finalists’ films will also be presented to all of us, fashion connoisseurs, to pick the winner for People’s Choice Awards.

Stay tuned for the awards ceremony later this year.
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