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Y not? All fashion brands seem to want an artsy film short at the moment. Here’s Yohji Yamamoto’s Y-3 label partnering with The Last Magazine for a 60-second dance video, The Third Wave. It’s choreographed by Benjamin Millepied, and features the principal dancer at the New York City Ballet himself, along with four young dancers. [...]

Go glow. It’s the hour to get into the shoes of fashion brand with The Generic Man. So, we bring you a short film, Tokyo/Glow, made by Industry Films and Citizen Jones, concerning the journey of an illuminated man from a ‘Walk/Don’t Walk’ sign as he walks through the nighttime streets of Japan’s capital.
The clip [...]

Says Natasha Kizzie*. If I were to suggest that pop-up stores were getting fashionable, you might retort I’d missed the curve on this trend. Indeed, brands as diverse as HMV, Marmite, Nissan and Orange have already indulged in opening temporary mini-me shops with no sign of any slowdown in uptake.
Yet, for me, one fascinating aspect is how designer fashion brands are getting in on the act. This month we’ve seen a plethora of up-and-coming and established fashion brands embrace the pop-up concept – such as those designed to coincide with the biannual media frenzy that is London Fashion Week.

Kool kit. Graphic artist James Jarvis is doing it for Nike and for England’s football kit. That means the proud lion crest has gone all goofy, while the font is, well, ‘modern heraldic’. This is part of the brand’s Six Collaborations project tasking artists from half-a-dozen countries to come up alternative national team kits.
In addition [...]

Fashion season. Hey, these characters are wearing cool duds. Could be that they’re wearing clothes from Marni. For this animation is for the label’s Spring-Summer 2010 collection. Well, there’s no ripping narrative, but we like the look and feel for sure. Brit film maker Rohan Wadham made it.

Virtual footwear. adidas has launched a limited-edition line of sports shoes, with the sneakers doubling as gaming devices. The adidas Originals AR Game Pack shoes come with an augmented reality code printed on their tongues. When users hold this up to their webcams, they’ll get the adidas Originals Neighborhood vitual world which will feature a [...]

Fashioning film. Prada partnered with Chinese artist Yang Fudong to make a film short to represent a new direction for the fashion brand’s visual comms. Yang – whose filmic works to date include the likes of Seven Intellectuals In A Bamboo Forest and Dawn Mist, Separate Faith – has shot a black and white film, [...]

By Simon Fuller. Clothes cast. Benetton wants you. If you have a style all your own, that is. The Italian clothing brand has rolled out a casting competition, It’s:My:Time, in an effort to find a score of people to become its faces of tomorrow. So, it’s inviting those who think they’ve got personality enough to upload photos and videos to the Benetton site and to YouTube – summing up their look in the process – with site users then voting for their favourites in typical crowdsourcing fashion.