Australia Fashion Film Awards

Australia Fashion Film Awards

If you're a social media devotee, you may have noticed the number of videos multiplying on the feeds of top brands such as Chanel and Dior. These short videos, complete with beautiful detail and sense of narrative, are examples of fashion films - the fastest growing film genre of our generation. In fact, the Vice President of Facebook's European operations, Nicola Mendelsohn, predicted that in five years, Facebook will be all video, adding that, 'the best way to tell stories in this world, where so much information is coming at us, is video."

Australian Fashion Film Awards (AFFA) launched last year to bring attention to the Australian fashion film scene amid the rise of the genre worldwide. Baz Luhrmann, Gracie Otto and Renya Xydis were the big winners, with Country Road featuring Gemma Ward taking out the award for Best Australian Fashion Film.

'Growing and developing this exciting genre and industry is what this event is all about," says AFFA founder Anastasia Fai.

This year AFFA has added a new category, -Emerging Label', to its existing list of 10 awards. Fai says: 'While it's important to attract high calibre judges and labels to raise the bar for the industry, we also want to give emerging labels and artists an opportunity to sit amongst fashion's elite and have their work seen on a global stage".

Gracie Otto, People's Choice Awards winner, teamed up with Westfield to create their campaign -Today, I Am', highlighting that large corporations are beginning to see the value of fashion films as a vehicle to promote their brands.

This year's award ceremony will be held in Sydney on October 18th. The AFFA 2016 judges, who include head executives of the GRAMMYs, ACMI and Paramount Pictures, will present awards for the following categories:

Best Director
Best Concept
Best Fashion Styling
Best Hair and Makeup
Best Sound Design
Best Visual Effects
Best Independent Production
Best Australian Fashion Film
Best International Fashion Film
People's Choice Award
Best Fashion Film - Emerging Label

Fashion film is here to stay, with the genre evolving into one of the most exciting in the filmmaking industry. The merging of short-film with editorial fashion is an extension of a brand's visual communication, enabling new ways for consumers to experience the personality of a label.

www.affawards.org