Fashion Films As A Medium For Cultural Diplomacy – Forbes

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Film as a medium of diplomacy has historically transcended brewing conflicts and changing borders. The Academy Award for Best International Feature Film for the Soviet classic “Moscow Doesn’t Believe In Tears” was awarded in 1981 at the height of the Cold War and helped re-humanize the Soviet people in the eyes of a world caught amidst propaganda wars. Fashion has never been too far from the international relations scene as well. Much discussed images of First Lady of the United States Melania Trump still speak volumes to the political power of style. No wonder that fashion film as an emergent genre keeps true to its diplomatic mission roots.

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From the open landscapes to the vacuum-tight spaces of memory, this fashion season was held during an unprecedented time, as a result of the coronavirus pandemic, yielding new, creative ways to showcase fashion. In Russia, designers and brands presented digital fashion films in lieu of the in-person runway shows. It was the premier online edition of the Mercedes Benz Fashion Week Russia F/W 2020. Socially distant, yet globally accessible!

In just under 30 minutes of total screening time, the 16 specially selected films below preserved the cultural zeitgeist, and provided a rare insight into the mindset of a current generation of Russian designers, performers and artists facing the ever-mounting pressures of contemporary politics, business and love. Life appears as an intoxicating exploration of styles in a form of cinematic spectacle that foregrounds costume, adornment, and visual mood as the all-six-senses vehicle for pleasure. Not to be missed!

For your viewing discernment:

• DOKUCHAEVA and N. LEGENDA beautifully echo each other on the precious subject of youth and freedom
• LUTANI evokes best of the music video collaborations 
• A hypnotic study of senses and elements in Vakproject 
• The richly textured spirituals of WHO I AM

• The allure of the luxury in Elena Souproun’s digital lookbook
• Brilliant studies of identity politics by MADFRENZY
• Healing power of nature is explored by a rising brand ASOMATAV
• The scattered fashion references of the 1960s in Diana Arno’s digital lookbook
• The mesmerizing clash of civilizations in White Crow’s fashion film where the main character is the city of contrasts: Istanbul.
• The evolution of a garment strikingly explored by Ophelica and / SELFÉTUDE

• A digital lookbook by Valeriya SAAD juxtaposes consumerism in the post-pandemic world
• RUBAN turns fashion photo shoot into the main visual event
• And other moments of cultural transcendence…by accessories brand AMPLITUDA

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