MILANO FASHION FILM FESTIVAL: ROOTED IN NATURE

MILANO FASHION FILM FESTIVAL
Project: ROOTED IN NATURE
Project Leader: Sara Sozzani Maino, Riccardo Conti
Master in Fashion Communication & Art Direction a.y. 2020/2021

Industry Project in collaboration with MILANO FASHION FILM FESTIVAL_COSTANZA CAVALLI ETRO

INDUSTRY BRIEF

The digital dimension, of video, of film, is assuming ever greater importance in the field of Communication and Fashion Communication in particular. With the contribution of various players: Constanza Cavalli Etro, who with her Milan Fashion Film Festival has built an international reality in continuous dialogue with the communication urgencies of the sector, Sara Sozzani Maino, for years at the center of the debate on new talent expressed from Fashion in various fields and Riccardo Conti, journalist and researcher in perennial balance between the universes of art and fashion, this project intended to support the definition of another thought, an innovative vision that would contribute to generating a personal and original narrative.

If 2020 has taught us anything, it’s that we don’t need too many things. We don’t need to travel so much; we don’t need to run all the time. We also don’t need all the things we thought we needed. On the other hand, the need to understand who we are, rediscover a dialogue with our roots and a desire for a higher quality of our experiences, of what we buy and what we eat has become more profound for all of us. In addition, all this is combined with the growing awareness of respect for the environment, and in the approach to fashion and its consumption (especially among millennials and zenials), of the “less is better” favoring quality and greater sensitivity and predisposition for cause-driven products. Hence the need to translate these instances into video, both through lighter productions and in the choice of those established, emerging or debuting brands that are working in the direction of greater responsibility or with innovative materials and practices.

The students were asked to make a fashion film generated from primary and secondary research that could respond to the requests expressed here. Each team organized itself independently in finding the resources necessary for the production, it was possible to use the smartphone in the making of the video. The students were supported by some lessons on editing.