The festival's main venue, save for one year where it was hosted in Nu Boyana Film Studios, its main venue has been in Paris, but since its beginnings, it participates in fashion movements and events the world over, hosted by institutions such as the Bilbao Guggenheim museum, Milan's Palazzo Morando, and the New York Scope art fair. It also has enjoyed the support of sponsors such as Italian Vogue, Bulgari, Kering and Dom Perignon.[1]
Founder
Diane Pernet's first degree was in documentary film making at Temple University,[2] 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.[3]
History
Mark Eley of Eley Kishimoto commissioned her to make a road movie for the launch of his new menswear line.[4] 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.[5]
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 Los Angeles. 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.[6][7]
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.[9]
ASVOFF Association
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.
Future
Pernet wants 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.[citation needed]
ASVOFF Venues
ASVOFF festival venues (click to enlarge)
Besides its annual festival in Paris in September, ASVOFF has other projects around the world.
2016 – Shanghaiat the China Academy of Art, Shanghai Institute of Design, the West Bund Art Center, the Power Station of Art, and the Shanghai Himalayas Museum[27][28][29]
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[59]
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 and 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[60]
ASVOFF 2, under jury president Rick Owens, was held at the Passage du Désir/BETC, Paris followed by an awards ceremony held at the nearby Centre Georges Pompidou. Due to the growing size of the selection, it was separated in two sections: Reflection (directors vision of fashion), and Communication (communication of one brand/designer).
ASVOFF 3, under Jury president Olivier Saillard, was held at Paris' Centre Georges Pompidou on 24, 25 and 26 September, with running installations of the festival's competition films held at the BETC's Passage du Desir from 25 to 28 September.[63] For this edition Diane Pernet worked together with the young fashion blogger Tavi Gevinson.[64][65]
Jury list
Prize categories
Olivier Saillard, fashion historian and director of the Musee Galliera, ASVOFF president[66]
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
Satellite Venues
Milan at the Palazzo Morando in January 2010 featuring 7 hours of fashion films screening and a special installation: "LIGHT SERIES", 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.[6] The collaboration was suggested by Frederico Poletti who proposed the idea to Vogue Italia editor Franca Sozzani. 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 and Leo Siboni, Lights by Yoann Lemoine, Short Circuit in the After Hour by Andrea Splisgar, Sunshowers by Elisa Smith-Leverock in collaboration with jewellery designer Fred Butler, Untitled by Sofia Sanchez and Mauro Mongiello and Spectre by Antoine Asseraf and René Habermacher.
New York Art Fair: a curating a fashion/art exhibition and an ASVOFF film program.
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 and 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
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 and 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 Prix2014 – 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 and 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
Satellite Venues
Cannes: Special Fashion Film Aperitivo Silencio 5 rue des Belges, Cannes on 19 May 2014, with projections of Travelling at Night with Jim Jarmusch (documentary by Lea Rinaldi) and short films by Julien Landais with Nora Arnezeder, and Alain Fabien Delon. Special Guest : Bertrand Burgalat.
In 2014, the festival ASVOFF was held in the U.S for the first time through a partnership with Kering. The festival opened on 14 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.[71]
ASVOFF 8, under jury President Jean Paul Gaultier, took place 2–6 December at Centre Pompidou with 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).
Andrew Davis, creative director Wonderland and Rollacoaster
Butheina Kazim, co-founder of Cinema Akil
Dominique Jakob, Jakob + MacFarlane
Donald Schneider, creative director
Emmanuel Asmar, business and 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, fashion 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.
Paris, at the Palais Brongniart, in collaboration with Blossom and Première Vision, on 4 & 5 July
2018
ASVOFF 10, under jury president Rossy de Palma and president of honor Jean Paul Gautier, was held at the Club de l'Etoile, Paris.
Jury list
Prize categories
President – Rossy de Palma – actress
President of Honor – Jean Paul Gaultier
Roger Avary – film director, screenwriter and producer
Eric Daman – costume designer, TV personality and author
Pamela Golbin – chief curator of the Musee de la Mode et du Textile
Patrice Haddad – film producer, CEO of Premiere Heure and president of the Red Star Football Club
Michele Lamy – Lamyland and creative collaborator and business partner of Rick Owens
ORLAN – artist
Stephan Rabimov – director of Fashion Journalism & Social Media Center at the Academy of Art University
Grand Prix in partnership with PERSOL – Jordan Blady – Grisha's Guide to Kiev
Best Documentary – Elisha Smith-Leverock – Miss Black Germany
Best Cinematography – Ivan Olita – Glow Cinematographer – Gigi Martinucci
Best Sound Design – Matt Lambert Charles Jeffrey – Loverboy
Best Art Direction – Diane Russo – Our Time Art Director – Nick Vogelson
Best Editing – Maximilian Homaei – Women in Shadow – Editor – Joel Pront
Best Acting – Suzie and Leo – The Great Newman – Actor – Stanley Weber
Best Advertising – Autumn de Wilde – Postman Dreams for Prada
Best Beauty – Best Beauty Isaac Lock – BLACK – Hair: Roxy Attard Make-Up Daniel Sallstrom
Best Styling – Nadia Lee Cohen – Sgualdrina For GCDS – Stylist – Mariaelena Morelli
Best Emerging talent – Alec Davis – Stuck Inside
Student Prize x Premiere Heure – Alec Davis – Stuck Inside
ASVOFF + Kids of the Banlieue collaboration between Ecole de la Cite + Casa 93
Winner: Adele Bouvier for Stella
Global Champion's Award – for Journalism – Loic Prigent
Global Champion's Award – for retail – 24Sevres Ian Rogers
Global Champion's Award – for designer – Kim Jones, Dior
ASVOFF 10 "My Personal Love Affair with Rome" Edition
Winner: The Epicurean by Jeff Bark
Global Champion's Award – for Journalism – Angelo Flaccevento
Global Champion's Award – for retail Federico Marchetti, YOOX/Net-a-Porter
Global Champion's Award – for designer Alessandro Michele, Gucci