A Shaded View on Fashion Film (ASVOFF) is the first annual festival in the world about fashion films.
Created by journalist Diane Pernet and launched in September 2008 as a three-day event at the national museum of Paris, Jeu de Paume, ASVOFF which took the form of a full festival showcasing feature films, documentaries, conferences, performances and installations. Pioneering, having brought together names such as Mike Figgis, Alejandro Jodorowsky, Erwin Olaf, Nobuyoshi Araki, WIng Shya, Steven Klein, Chris Cunningham, Chloë Sevigny, Ruth Hogben, Georgie Greville, Elisha Smith-Leverock, Waris Ahluwalla, Maison Yves Saint Laurent, Nick Knight, Johan Renck, Jerry Schatzberg, William Klein, Tim Yip, Larry Clark, Ellen Von Unwerth, Bruce Weber, Inez van Lamsweerde & Vinoodh Matadin, Indrani, Rossy de Palma, Michael Nyman and welcomed by: Centre Pompidou, Jeu de Paume, Milano's Palazzo Morando, FIAF, NYC, Festival du nouveau cinema Montreal, CPH-DOX, Barbican Art Gallery, Guggenheim, Bilbao, Pica Contemporary Art Museum, Perth with the support of Italian Vogue, Bvlgari, Dom Perignon, FIAF and Kering.
Diane Pernet's first degree was in documentary film making at Temple University and she has been making small low-fi movies for years. She also worked as a costume designer for, amongst others, director Amos Gitai. So the founder of ASVOFF knows how important fashion is in a film.
Besides its annual festival in Paris in September, ASVOFF has other projects around the world.
Other places on the ASVOFF list
Jeu de paume (premiere)
Guggenheim Museum Bilbao (SPAIN)
Centre Pompidou (Paris)
Palais des Festival (Cannes, France)
Museum of Fine Arts (Boston, USA)
West Bund Art Center (Shanghai, CHINA)
Shanghai Himalays Museum (Shanghai, CHINA)
Power Station of Art (Shanghai, CHINA)
China Academy of Art Shanghai Institute of Design (CHINA)
Gene Siskel Film Center (Chicago, USA)
Palazzo Morando, Milano, with Vogue Italia,
Scope Art Fair in New York, with films by Michael Nyman
Cinema Rise X in Tokyo,
Chelsea Arts Club in London,
Barbican Art Gallery in London,
Mexico City, with Trendsétera,
Hyères International Festival of Fashion and Photography,
Rome, with AltaRoma,
Kiev, with Elle Ukraine
Seoul, Daily Projects
Riga, with Moments,
Vienna 9 Festival,
Copenhagen, with CPH DOX,
Amsterdam, with MASS,
Cluj, with Transylvania National Theatre
Moscow, Russian Fashion Week,
Cine Opera at Corso Como, Milan, with films by Michael Nyman
Miami, with Art Basel
Cannes Film Festival, Villa Schweppes on Croisette
Saint Petersburg, Aurora Fashion Week
London, with Barbarican Art Gallery
Łódź, LODZ Fashion Philosophy Week
Tbilisi, Georgian Fashion Week,
Munich, with ABSOLUTE Creatives,
Antwerp, with MoMu at MUSE,
Montreal, Festival du Nouveau Cinema,
Arnhem, Arnhem Biennale
Athens, with Fashion Workshop by Vicky Kaya Fashion on Screen
Venice, Venice International Short Film Festival
Minsk, Belarus Fashion Week
Vienna, with Frame (0)ut, Museum Quarter,
Barcelona, with CaixaForum
Vladivostok, with the Ministry of Culture of Russia & Aurora Fashion Week
Mexico City, Museo Franz Mayer
Paris, in collaboration with Champs-Élysées Film Festival
Paris, la Gaîté lyrique
Mark Eley of Eley Kishimoto commissioned her to make a road movie for the launch of his new menswear line. It was a short film that documented his participation in the GUMBALL 3000 which was a car race that went from London to Monte Carlo. The 18-minute film was called The Adventure of Pleasure.
She showed the film to Dino Dinco, her Los Angeles collaborator at the time and he asked her if she wanted to screen it in LA. A day later EGR (Enrique Gonzalez Rangel), her Mexico City contributor, sent her a fashion film that he made and Pernet posted it on her blog. The idea to create a travelling fashion film festival had been on the back burner for years before Pernet showed Adventure of Pleasure to Dinco. The name "You Wear It Well," was based on a Rod Stewart song. The first fashion film festival, "You Wear It Well," launched in August 2006, premiering in Los Angeles at Cinespace. Dinco and Pernet arranged a second edition of "You Wear It Well" in 2007.
Besides the work of Diane Pernet and EGR, You Wear It Well featured video creations from Maison Martin Margiela, Nick Knight/Alexander McQueen, Jeremy Scott, Bernhard Willhelm, Marcelo Krasilcic, Jean-Charles de Castelbajac, NOKI and Ruben Toledo.
In November 2007 Diane Pernet also co-curated the NOOVO fashion and photography festival in Santiago de Compostela. "You Wear It Well" was dissolved in 2007 when Pernet with the support of her current producer, David Herman, took the festival from a one-day program to a three-day program and to make it an extension of the ASVOF blog, hence the name ASVOFF (A Shaded View on Fashion Film). In September 2008, ASVOFF was launched in Paris at Jeu de Paume.
Danièle Hibon, President of the Jury: Director of the Cinema Department of Le Jeu de Paume. Previously supervised Le Bureau d’Accompagnement de l’Avance sur Recettes at the Centre National de la Cinématographie. Since 1995 she has been organizing cinematic workshops for art-school students
Magali Aubert: She founded Standard magazine in 2003. Her role as Editor-in-Chief of the magazine makes every artistic field her forte.
Hélène Segol: Music video producer at Wanda, one of the top ad & music video production companies in the world.
Laurent Goumarre: Producer of the Radio-show Minuit Dix.
Eric Tong Cuong: Co-founder of advertising mega-agency BETC, co-founder of enduring music label Naïve, Eric is now running his latest adventure – the pluridisciplinary advertising agency La Chose.
ASVOFF Grand Prize: Jenny Haniver by Camille Vivier
Special Mention: Video Look Book by Jeremy Scott
Public Prize winner of the first edition of A Shaded View On Fashion Film at Jeu de Paume was "The Pattern Film" by Anemone Skjoldager
In 2009 ASVOFF moved to Passage du Désir/ BETC, followed by an award ceremony held at Centre Georges Pompidou in Paris with jury president Rick Owens. Due to the growing size of the selection, it was separated in 2 sections – Reflection (directors vision of fashion) and Communication (communication of one brand/designer).
Rick Owens President:
Eric Tong Cuong
Laurent Gaumarre
Nan Goldin
Maria de Mederios
Helene Segol
On 8 October, the Jury headed by Rick Owens handed out awards for the ASVOFF 2009 Fashion Film competition:
Public Prize: “Herr Rodebjer Part I” by Mattias Montero for Rodebjer
DailyMotion Winner: “HLH: Autumn Winter 2509 BC” by Claire Kurylowski & Jason Bradbury for Harald Lunde Helgesen
Jury Prize, Reflection Section: “Fiction Noir” by Steven Klein, starring Lara Stone
Jury Prize, Communication Section: “Gareth Pugh AW09" by Ruth Hogben for Gareth Pugh
Jury Prize, Communication Section: “Matthew Williamson" by Johan Renck for H&M
Grand Prix Samsung: "I Wanna Be Your Dog" by Georgie Greville
ASVOFF 2010 took place over a three-day period from 24–26 September at the Centre Georges Pompidou in Paris, with running installations of the festival's competition films held at the BETC's Passage du Desir from 25–28 September.
For this edition Diane Pernet worked together with the young fashion blogger Tavi Gevinson.
Olivier Saillard, Fashion Historian and Director of the Musee Galliera, ASVOFF President
Mike Figgis, Academy Award nominated writer/director; films include Leaving Las Vegas and Timecode
Elisabeth Quin, film critic and a French government representative for fashion
Michael Nyman, film composer for The Piano and 12 Peter Greenaway films
Bryan Adams, photographer and musician
Dita Von Teese, performer and style icon
Fabrice Brovelli, TV production director, BETC EuroRSCG.
Paolo Roversi, photographer
Emmanuelle Castro, film acquisitions and co-production director, Wild Bunch
Daphne Burki, reporter for Canal + television
Nadja Romain, independent producer
Sara Maino, senior fashion editor, Vogue Italia
Zowie Broach, designer of Boudicca
Abdel Bounane, chief editor, Amusement magazine
Olivier Seguret, journalist Liberation
Best Film: “Lust Lust” by Martins Grauds
Best Artistic Director: Alex Prager for “Despair (Nowness)”
Special Jury Prize: “Lights” by Yoann Lemoine with Shaun Ross
Best New Talent – Samsung: “Blacklight” by Suzie Q + Leo Siboni
Beauty Prize – Shu Uemura: "How You Look at It" by Poppy de Villeneuve (NOWNESS)
Best Sound: “CHAPTER 14 The Dream of the Disembodied Birds” by Andrea Splisgar
Best Acting: Lauren McAvoy in “Chore Damaris” by Justin Anderson
Le Book Prize: AnOther Magazine – “Nocturna” by Daniel Askill
This edition kicked off in January 2010 at the Palazzo Morando in Milan, featuring 7 hours of fashion films screening and a special installation: "LIGHT SERIES". LIGHT SERIES is a series of 1-minute films commissioned by Diane Pernet and co-curator Antoine Asseraf, in addition to a special contest with Vogue Italia, won by Miho Kinamura and Zaiba Jabbar.
The collaboration was suggested by Frederico Poletti, Communications Consultant, who proposed the idea to Vogue Italia editor Franca Sozzani who thought it was a good project. They found it interesting to make a complementary online event with the launch of Vogue.it.
A selection of the films in the LIGHT series includes: “Blacklight” by Suzie Q & Leo Siboni, “Lights” by Yoann Lemoine, “Short Circuit in the After Hour” directed by Andrea Splisgar, “Sunshowers” directed by Elisa Smith-Leverock in collaboration with jewellery designer Fred Butler, “Untitled” by Sofia Sanchez & Mauro Mongiello, and "Spectre" by Antoine Asseraf & René Habermacher.
A previous ASVOFF project in Milan was Cinema Opera in April 2010. It was a series of films by Michael Nyman at 10 Corso Como.
In March 2010 ASVOFF was invited to New York City for the New York Art Fair. The event was organized at SCOPE. The organization of ASVOFF had two projects at the 2010 New York Art Fair. The first one was curating a fashion/art exhibition and the other one was an ASVOFF film program.
The Centre Georges Pompidou in Paris was also the location for ASVOFF in 2011. ASVOFF 2012 and ASVOFF 13 will take place Centre Pompidou 11, 12 & 13 Oct.
Elisabeth Quin, Film Critic & Journalist (Paris Première, France Inter, et al.) / ASVOFF 4 Jury President
Rossy de Palma, Actress / ASVOFF Ambassador
Elisha Karmitz – Multimedia Director of MK2
Olivier Saillard, Director of Musée Galliera
Manish Arora, Fashion Designer / Creative Director of Paco Rabanne
Daphne Guinness, Film Producer
Jerry Stafford, Creative Director, Première Heure
Pascale Faure, Head of the Short-film Department, Canal+
Sam Shahid, Creative Director (including for books on Bruce Weber, Herb Ritts, Ellen Von Unwerth, et al.)
Raphaëlle Stopin, Creative Director, Responsible for the Photography Section, Festival d’Hyeres
Colette Barbier, Director of the Fondation d’entreprise Ricard
Rebecca Blake, Photographer / Director
Thérèse Deprez, Production Designer (for films including Black Swan)
Alice Pfeiffer, Journalist (International Herald Tribune, Le Figaro, New York Times, et al.)
Philippe Azoury, Journalist at Libération
Philippe Brutus, Executive Vice President of Photography, Art + Commerce
Joseph Ghosn, Editor-in-Chief, Condé Nast Digital for Vogue.fr, GQmagazine.fr and Glamourparis.com
Christian Ravera + Guy Guglieri, Founders of Mixte Magazine
Chris Miller, Co-President, Flower Films
Leonardo Girombelli, Branding & Communication Manager, thecorner.com
ASVOFF Grand Prix – MK2: “I Want Muscle” by Elisha Smith-Leverock
Best Artistic Direction Prize: Lernert & Sander for “The Fantastic Man Series”
Best Soundtrack Prize: “Praise Break” (Director's cut, 2011) by Eric Weidt for Pop Magazine
Best Actor Prize: Danny Trejo in “Onions Don't Make Me Cry” by Bryan Adams
Best Styling Prize: “Twin Parallel” by Justin Anderson
Beauty Prize – Shu Uemura: “Waters” by Kira Lillie
Young Talent Prize – Portal+Zekka: “Is This Real Life” (Nuptialis Project) by Suzie Q + Leo Siboni
Special Animation Prize: “Exercise in Sartorial Deprivation” by Davide Bedoni
TheCorner.com's Award: “Scalpel/Stradivarius” by Jason Last and Jaime Rubiano
Jury President: ORLAN, Artist
Dominique Issermann, Photographer
Tim Blanks, Style.com, Editor-at-Large
Fabrice Rebois, Co-director of Arte television network
Elisha Karmitz, Multimedia Director of MK2
Colin McDowell, Fashion Writer and Author
Marian Masone, Associate Director of Programming, The Film Society of Lincoln Center
Maria Luisa Poumaillou, Fashion Buyer, Maria Luisa in Printemps
Marc Audibet, Fashion Designer
Joseph Ghosn, Obsession magazine, Editor-in-Chief
Clément Ghys, Journalist
Philippe Cohen Solal (aska Gotan Project), Musician
Emmanuel Asmar, Entertainment Lawyer
Michel Gaubert, Sound Designer & DJ
Rain Li, Director
Emanuel Levy, Film Critic and author of nine books on film.
Grand Prix ASVOFF Barcelona for Best Film - "Ephemeral Nature" by Gsus Lopez
ASVOFF Grand Prix ASVOFF 5 Awarded by MK2- "Headpieces For Peace" by Jessica Mitrani
Best Artistic Direction Prize: "Hors d'Oeuvre by Monica Menez
Best Acting Prix: A Private Label Conversation with Brett Guitar Hofer, Talent Scout (for Haans Nicholas Mott) by Haans Nicholas Mott, Actor: Brett Guitar Hofer
Best Sound: Visiting Hour for SHOWstudio by Marie Schuller
Best Styling: UNIFORM (for Eckhaus Latta) by Alexa Karolinski
Best Documentary Awarded by Portal +: To Be Honest by Jason Last
Beauty Prize Awarded by Make Up Forever: A Mon Seul Desir by ioulex and Mogollon Make-Up artist Roberto Morelli
Best Advertising Prize (Two Awarded Films: Watermarked (for Kenzo) by DIS and Morphe (for Aesop) by Lucy McRae
Emerging Talent Prize Awarded by NOWFASHION: DANNY (for the band Kenji Minogue with the collection of Tom Van der Borght) by Goran Grahovac
Michèle Lamy – Jury President – Partner of Rick Owens
Jakob & MacFarlane – Architects
Laurens Van Den Acker, Senior VP, Corporate Design Renault
Laura Albert (aka Jt Leroy) - Writer
Fabrice Rebois – Consultant, Former Direction of Nova and Arte
Pierre-Paul Puljiz – Producer, Director, Writer
Li Edelkoort – Trend forecaster
Marina Skulskaya – Historienne de la Mode, Russie
Anja Aronowsky Cronberg – Editor in Chief, Vestoj
Nicolas Girard Deltruc – Executive Director, Festival du Nouveau Cinema Montreal, Quebec, Canada
Shalini Ganendra – Fine Arts Consultant and Gallerist, Malaysia
Emmanuel Asmar – Entertainment Lawyer
Danielle Ryan - Documentary Film Producer, Art Book Publisher, Founder of ROADS lifestyle brand
Antoaneta Metchanova – International Creative Director, Publicis 133
Valerie Steele - Curator of FIT Museum, New York
Linda Loppa – Director of Polimoda, Italy
ASVOFF 6 Grand Prix: Holi Holy- A Manish Arora Film by Bharat Sikka
Best Art Direction: BFC London Collections; Men FW13 by Matt Lambert
Best Acting; She Said, She Said by Stuart Blumberg
Best Styling: BFC London Collections: Men FW13 by Matt Lambert
Best Sound: Bishi Bhattacharya in Holi Holy- A Manish Arora Film by Bharat Sikka
Best Advertising: We & Claes Iversen by Lernert & Sander
Best Emerging Talent Awarded by Nowness:Bharat Sikka for directing: Holi Holy- A Manish Arora Film
Beauty Prize Awarded by Make Up For Ever: Make Up Artist Vicky Steckel in Sister Act by Ellen Von Unwerth
Best Documentary Awarded by Blakiston Gallery: Zillions by Malcolm Venville for Nowness
Dries Van Noten, Fashion Designer, President of ASVOFF 7
Eugene Hernandez - Deputy Director of Film Society of Lincoln Center
Bruce Benderson - writer
Antoine Barraud - Writer, Director and Actor
Sophie Dulac - Sophie Dulac Distribution
Sebastien Tiveyrat - Swashbuckler Films
Moises Cosio - Film Producer
Liza Blakiston - Art Gallerist
Serge Carriera - Lecturer (Institut D'etudes Politiques), Retail Merchandising Director (MuiMiu)
Jakob + Macfarlane - Architects
Li Edelkoort - Curator, Trend Forecaster
Antoaneta Metchanova - Creative Director Publicis 133
Emmanuel Asmar - Business & Entertainment Lawyer
Samuel Drira - Encens Magazine Publisher
Rem D. Koolhaas - Creative Director United Nude
Rain Li - Film Director
Andrei Vasilenko - Programmer Vladivostok International Film Festival
Eric Legendre - Variety International Account Manager
ASVOFF Grand Prix 2014-JUMPER by Justin Anderson for Jonathan Saunders
Best Art Direction-JOURNEY by Monica Menez for S Moda
Best Actor-Annarose Cattanach in DOLLY by Laura Hypponen for Agent Provocateur
Best Styling-NUKELADY by Sofia Sanchez & Mauro Mongiello for iFashion
Best Sound Design-THE SOUND OF COS by Lernert & Sander for COS
Beauty Prize/awarded by Shu Uemura - Barbara Casaola: Menswear for Women by Marie Schuller for SHOWstudio
Emerging Talent Prize-CONNECTING by Jacob Brown for V Magazine
Best Advertising-L"ERRORE by Brando De Sica for Catherinelle
Blakiston Documentary Prize-TRAVELLING AT NIGHT WITH JIM JARMUSCH by Lea Rinaldi
ASVOFF 8 took place December 2–6 at Centre Pompidou. For the 8th Edition, Diane Pernet, Founder of ASVOFF brings together illustrious names such as Jean Paul Gaultier, Nicolas Godin, Nicolas Saada, Mathias Kiss, and Iris Van Herpen . The festival explores the genre of fashion film as well as new dimensions and interpretations in the fields of fashion and film through conferences, documentaries and even live performances (Pete Drungle and Loane).
Jean Paul Gaultier , President
Alain Mikli, designer
Andrew Davis, Creative Director Wonderland and Rollacoaster
Butheina Kazim, co-ounder of Cinema Akil
Dominique Jakob, Jakob + MacFarlane
Donald Schneider, Creative Director
Emmanuel Asmar, Business & Entertainment lawyer
Eric Daman, Costume Designer
Harold Koda, curator of the Costume Institute at the Metropolitan Museum of Art
Jean Pierre Marois Les Bains
Lyne Cohen Solal, Former Marie de Paris, ashion expert
Maarten Le Roy, Executive Producer ADULT
Marc Happel, Costume Director of the NYC Ballet
Mathias Kiss, artist/set designer
Pascal Mourier, RdC France 24 Mode
RANKIN, photographer, publisher
Rem D Koolhaas, Creative Director United Nude
Stephen Jones, Hat Designer
ASVOFF GRAND PRIX 2015 - Hungry for Love by Justin Ambrosino
Best Art Direction - Kitchen by Tim Yip
Best Acting - Max Tortora in Non Senza di Me by Brando DeSica
Best Styling - Advanced Style by Lina Piloplyte with Ari Seth Cohen for NOWNESS
Best Sound Design - Gianluca Andreucci (J-E-A-N) for Wonder Mark by Ivan Olita
Beauty Prize/awarded by Shu Uemura - Team Leslie Kee for The Independents by Leslie Kee for Yohji Yamamoto
Best Advertising - Peep Shoe by Lernert & Sander for 3.1 Phillip Lim
Best Emerging Talent - Under by Kevin Frilet
Student Prize - JO! by Septa Absharin Husna for Siqi Wu, The Rule by Sara Laurena and a Special Mention for actress Benedetta Barzini, in Spirit of Our Time by Livia Alcalde for Tom Rebl
In December, 2013 ASVOFF became an Association with the following members: President-Emmanuel Asmar, Vice President,Founder and Director- Diane Pernet, Secretary- David Herman and Treasurer- Fabrice Rebois and Jason Last. ASVOFF's Honorary Members are Liza Blakiston, Robb Young, Akiko Hamaoka.
In 2014, the festival ASVOFF was held in the U.S for the first time through a partnership with Kering. The festival opened on the 14th of March 2014 at the FIAF's Florence Gould Hall. The screening consisted of 12 short films, and after the festival, the founder Diane Pernet held a Q&A with the filmmakers Mike Figgis (Leaving Las Vegas) and Jerry Schatzberg (Scarecrow).Among the selections were Bruce Weber's short made for Barneys New York and Figgis's famous short 'Agent provocateur' in which Kate Moss made her screen debut.
Diane Pernet would like ASVOFF to be an extension of other film festivals around the world. That would be a way to promote new filmmakers just like she has done for new designers with her blog.
