Madrid Fashion Film Festival

Madrid Fashion Film Festival (MadridFFF) is the first annual fashion film festival held in Madrid, Spain, which showcases fashion films of all kinds, including documentary films related to the world of fashion. The festival is held at Palacio de Comunicaciones Cibeles.[1]

Madrid Fashion Film Festival
Creation 2013
Location Madrid, Spain
Festival Director José Murciano
Festival Headquarters Palacio de Comunicaciones
Matadero Madrid
Web  www.madridfff.com 

MadridFFF was created in order to show and exhibit this new cinematographic genre to general audiences as well as create an institutional background to the increasing number of fashion films made every year by fashion magazines and fashion production houses.[2]

History

Madrid Fashion Film Festival was founded in 2013. It has its origins in the new video trends developed over the last decade by the fashion industry. When classic magazines went online, several video material was developed in order to take fashion beyond the still pictures: making of, video editorials or video shootings were made.[3]

Film and moving image turned out to be the ideal medium for fashion in the digital age, this new brand of fashion films makes an effort to connect fashion with film and art. The process has been refined by fashion sites and production houses like Showstudio, Nowness and The Creators Projects.[4]

The festival exhibits these fashion films: short films located somewhere between video art and fashion commercial. The event also offers conferences and practical activities in which professionals from multidisciplinary areas share their knowledge and concerns.[5] All activities are open to the general public.

Another purpose of MadridFFF is to explore the concept and definition of fashion films, help to define its nature and its unique features as a proper film genre. The way fashion found its way to the Internet and how new technologies influenced the industry during digital era. Although fashion films were designed to be broadcast on the Internet, MadridFFF put them in a theatre, connecting this new-media with motion pictures.

Madrid had the demand and necessary background to hold a fashion film festival. The first edition took place in Cineteca Matadero Madrid from October 28 to November 3, 2013. For second edition, Madrid City Council declared MadridFFF to be a cultural interest activity, so several bigger spaces were deemed as festival headquarters. Finally, the designated space was Palacio Cibeles.[6]

Awards & Categories

There are two main categories in MadridFFF. The first one is offered to professionals from the fashion industry, and the second one is for new talents and fashion, design, audiovisual, advertising and marketing students. Besides these two main categories there are other out of competition exhibits that include both fashion films and documentaries. During the first edition the documentary "Elio Berhanyer, maestro del diseño" (Elio Berhanyer: master of design, 2013)[7] was shown. In the second edition, MadridFFF held the national premiere of the documentary "Advanced Style" (2014).[8][9]

Professional Awards

Open section to professionals from the fashion design, audiovisual, communications and advertising worlds. This section is divided into merit categories. In the second edition, thanks to the collaboration from Editorial Group Condé Nast,[10] another award was given to the best director of fashion films for a brand.

  • Best Fashion Film.
  • Jury’s Award to the best fashion film produced in Spain..
  • Best Photography.
  • Best Art Direction.
  • Best Performance.
  • Best Branded fashion film by Condé Nast.

New Talent Awards

Open section to new talents and students. A second award was added to this category during second edition thanks to the H&M sponsorship through which H&M and MadridFFF launched a competition to choose and produce the best creative concept for H&M.[11]

  • Best Fashion Film by New Talent.
  • H&M Award for Best Creative Concept by New Talent.

Editions
Palacio de Comunicaciones, festival headquarters during second edition of MadridFFF.

First Edition

The first edition of Madrid Fashion Film Festival was held from October 28 to November 3, 2013 at Matadero Matadero Madrid Cultural Center.

Jury

Award-winning fashion films
  • Best Fashion Film: Hors D'Ouvre by Monica Menez.
  • Best Fashion Film 2016. The Silent Conversation by William Williamson
  • Best Photography: Don't be Cruel by Diana Kunst.
  • Best Art Direction: Hors D'Ouvre by Monica Menez.
  • Best Branded Fashion Film: Vera by Rustam Ilyasov.
  • Best Performance: Escape from Mondays by Diego Hurtado.
  • Best Editorial Fashion Film: Volcano by Luca Finotti.
  • Mejor Fashion Film Nacional: Don't be cruel by Diana Kunst.
  • Best New Talent: La otra por sí misma by Julia Martos.

Second Edition

The second edition was held from 3 to 6 November 2014 in Palacio de Comunicaciones Cibeles.

Jury
  • Carmen March, creative director of Pedro del Hierro.
  • Debra Smith, director of New Projects in Condé Nast Spain.
  • Donald Schneider, creative director of H&M.
  • Elena Ochoa-Foster, modern art curator.
  • Eugenio Recuenco, photographer and filmmaker.
  • Isabel Coixet, film director.
  • Juan García Escudero, creative director of Leo Burnett Iberia.
  • Laura Ponte, model and jewellery design.
  • Rossy de Palma, actress and model.
  • Ruth Hogben, photographer and filmmaker.

Award-winning fashion films
  • Best Fashion Film: Aspirational by Matthew Frost.
  • Best Photography: Dreamers by Santiago & Mauricio.
  • Best Art Direction: The Sound of COS by Lernet & Sander.
  • Best Branded Fashion Film Auteur by Condé Nast: Bruno Aveillan.
  • Best Performance: Kirsten Dunst by Aspirational de Matthew Frost.
  • Mejor Fashion Film Nacional: Créme Caramel by Canada.
  • Best New Talent: Missing Tiger by David Zimmermann.
  • H&M Award Best Creative Concept by New Talent: H&M Challenge de Javiera Huidobro.

References
  1. Todo sobre Madrid Fashion Film Festival 2014 Vogue (Spanish)
  2. Vuelve el Madrid Fashion Film Festival Archived 2015-04-05 at the Wayback Machine Vanity Fair (Spanish)
  3. Madrid Fashion Film Feling Archived 2015-02-17 at Archive.today Daily Metal (Spanish)
  4. The dA-Zed guide to fashion film Dazed
  5. MadridFFF 2014 Guide Sicky Magazine
  6. Madrid Fashion Film Festival quiere repetir su éxito GQ (Spanish)
  7. "El documental sobre Elio Berhanyer se estrena en Madrid Fashion Film Festiva". S Moda (in Spanish). 17 October 2013. Retrieved 10 May 2020.
  8. No te pierdas el estreno en España del documental "Advanced Style" S Moda (Spanish)
  9. MadridFFF trae cine de moda y maduritas fashion Vanidad (Spanish)
  10. MadridFFF: la segunda edición, en 27 motivos Glamour Magazine (Spanish)
  11. H&M elige a Javiera Huidobro en MFFF Vogue (Spanish)
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