This Fashion film was a collaboration between fashion designer Gareth Pugh and fashion film director Ruth Hogben. Gareth Pugh made a name for himself in the fashion industry through his dark, sinister, structured, eccentric designs, so his collection for Mac was going to be very bold and dramatic. His designs are primarily black and white and so his collection reflects that monotone colour scheme. He does many collaborations for ShowStudio and is an advocate for fashion film, saying “For me it brings back a certain amount of control over what I do”.
PUGH, G; HOGBEN, R., 2011. Gareth Pugh for M.A.C by Ruth Hogben [1 December 2015]. Available from: https://www.youtube.com/watch?v=XZoWiR7fzUo
The title of the fashion film is shown at the beginning, along with the director, which I liked, because then the title would make more of a lasting impression on the audience. I noticed that throughout this fashion film, effects have been used to layer on top of the models or over the titles, like static electricity and smoke. I think it would be fun to add lightening to some clips in my fashion film to show the panic and painful terror the girls were going through. I don’t like how the beginning title sequence is very dramatic, colourful and upbeat and then it suddenly drops to a very static model, with just beats for music because it feels like an anti-climax.
An effect that really stood out to me and one that I would love to incorporate into my fashion film is when the model’s face is in slow motion and it is desaturated into black and white. I think it adds a very sinister, mysterious feel and it almost looks like it is draining the character out of her, which would be what the ‘dolls’ in my film were feeling as they are losing themselves to their capturer. After the girl turns black and white, the contrast is increased dramatically, blanking out her eyes and making her face look very hollowed out, like a skull. This definitely added a sinister feel, making her emotions disappear and making her look inhuman.
I really like the layering of the static electricity on top of a model’s face because you can only initially see her piercing eyes which is very sinister and dark because of the unknown element. However layering can also make something look more calm and dream-like if it has smooth transitions and done slowly and it can be used to show the beauty of something if it is done in slow motion because you can see many shots of it in one. I really like how quickly the film jumps from one character to another, back and forth, because it shows the contrast between slow motion movement and sped up movement in each character. I like how some clips are sped up or slowed down within a clip because the transitions are very smooth; this can also be done in a flowing motions with reversing clips.
The lighting is very harsh and dark throughout, reflecting Gareth Pugh’s dark, dramatic style of fashion. The collection is inspired by the contrast of black and white, or dark and light, so by increasing the contrast, it increases the contrast between the light and dark aspects, therefore reflecting the collection. Some of the short clips are repeated over and over to create a very disjointed effect, almost making the model look like a robot and not human. I could use this effect to show that the girls are losing their human rights and are now just the robots/dolls under their capturer’s control.
I like how the music is reflected in the content, for example when there are static electricity sound effects, there is always static electricity imagery shown. Further examples are that the model always moves in time with the beat of the music and when the music has no beat and is very relaxed, the model goes into slow motion, as if in a trance. I really like the breathing effect used over some clips because it sounds like someone is panting after being chased or deep breathing through fear.
I really like the fashion film overall and am definitely going to take some inspiration from it to apply to my own fashion film, for example, desaturating certain clips and using exterior special effects.
SHOWSTUDIO, 2015. Gareth Pugh for M.A.C [1 December 2015]. Available from: https://showstudio.com/project/gareth_pugh_for_mac/fashion_film
BUMPUS, J., 2011. Gareth Pugh. In: Vogue. 1 June 2011 [1 December 2015]. Available from: http://www.vogue.co.uk/spy/biographies/gareth-pugh-biography