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.
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.
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 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.
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.
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.
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 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
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. 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
Le Book Prize: AnOther Magazine – "Nocturna" by Daniel Askill
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. 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.
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
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.
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).
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