We are beyond happy and proud to show you the film SAY AAAHHH made by Bine Bach for Magasin Department Store.
The film won the Magasin prize in 2019 and is finally ready!
Bine Bach the director won 125.000 DKK to make the film, and SAY AAAHHH is the new fashion film for Magasin that takes us on a journey to the magic Magasin.

The Magasin prize has run for three years and we will continue the work to find new talents together with Magasin.

But first we are proud to present:

SAY AAAHHH
A girl has forgotten her best friend’s birthday and with only a few minutes to spare she’s left with the one and only question; what to wear?

The idea behind the film came from an insight being that Magasin is a place where it’s almost impossible to not find something to wear. It’s this big place full of different types of clothing. Stepping into Magasin is, therefore, a bit like stepping into a huge, endless closet …

We asked Bine a few questions:

For you as a director, why do you find fashion short film interesting as a media?

I find fashion short film interesting as a media, because I, first of all, love short filmmaking. Secondly, because fashion film is not a very defined medium, it’s super broad. This provides you with a big space to play within.

Which possibilities do you find in the genre of fashion short films?

I think there are many possibilities, so for me, the main thing is narrowing it down. That is why I try to focus mostly on surreal comedy.

What are the challenges - technical, branding or design-wise etc?

One challenge is that everyone has a smartphone with a camera. This makes it easy for brands to quickly record something with a lot of spontaneous, unpolished authenticity on their own. But, at the same time, it also makes it a fun challenge as a filmmaker - figuring out how to best tell a story from the click of a thumb with very few resources.

What do you see happen in the future for the fashion short film?

I think future-wise in regards to fashion short film, you will see more of these super-low budget phone videos but with more specific storytelling in them.

Will you continue to work with the format?

Yes.

What do you wish to gain from a platform as CFF?

I hope to gain some exposure. And hopefully, this exposure will expand my network within the fashion film industry.

Stills from SAY AAAHHH:

CREW:
Director: Bine Bach
Model & actress: Catharina Pedersen
Producer: Iben Søtang
Director of Photography: Jonas Blond
1st AC: Frank Nielsen
Gaffer: Jesper Bach
Assistant Gaffer: David Draad
Head of Production: Christina Bach
Set Design: Josefine Bisgaard Mikkelsen
Styling: Sigrid Rents
Hair & Makeup: Pia Poulsen
On-set sound: Kåre Toft Sørensen
Production Assistant & BTS: Emma Sennels
Production Assistant: Rebekka Hove
Chief Crab: Søren Refsgaard Jørgensen
Sounddesign: Catrine Le Dous
Colour grading: Sarah Salzmann

COPENHAGEN FASHION FILM FESTIVALS

STAY TUNED FOR NEXT FESTIVAL IN 2020!
In the meantime, we will do some research at other festivals. Follow our blog and social media for stories.

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Previous festival

A STORY OF FASHION SHORT FILM

Exhibition, talks, film screenings and award show

30 January – 2 February 2019

In 2019, the Copenhagen Fashion Film Festival tells a story of fashion short film. Fashion short film has always been an element of the festival in connection to our open call competition but we now want to delve more deeply into the genre by giving insights into the films, their style, expression and narrativity as well as showcasing their beginning and early developments. Although the fashion short film has developed considerably over the years, it is not yet fully defined as an independent genre, which implies a range of possibilities to continue experimenting and to break boundaries.

In the Copenhagen Fashion Film Festival, we believe that we have a responsibility to convey the times we live in and present and investigate new tendencies and movements in our society. We also believe that cultural issues can be discussed and communicated in a new way through the medium of film and that different topics can more easily be displayed to the viewer if the fashion short film is perceived as visually and aesthetically interesting.

We are happy to present 10 curated film programmes divided into various themes such as early fashion films from 1900 – 1910, music & dance, young talents, art, sustainability and body & identity together with a wide selection of the best of fashion short film curated by SHOWstudio, all the winning films from Copenhagen Fashion Film’s previous festivals and last but not least the 2019 official open call selection.

With a specially curated selection of fashion films from all over the world accompanied by a talk programme with some of the most important people in the fashion film industry, we will hopefully be a little closer to comprehending the scope of fashion short film.

Location: Foodspace, Slagtehusgade 11, 1715 CPH V

About

Copenhagen Fashion Film investigates and mediates fashion in a new way, by focusing on the close connections among fashion, film and artistic practices. CFF consists of an annual film festival, independent film screenings, debates, events and exhibitions. CFF functions as a common basis for discussing new ideas and experiments in fashion, film and communication. We provide the framework for collaboration among designers, artists, directors, companies and researchers while encouraging active participation from our diverse audience.

What is Fashion Film?
Fashion film as a concept is a hybrid that covers several genres. A fashion film can be a film made by a designer, photographer, artist or a brand. It can have fashion as the leading role or as a supporting character. Fashion film can be silent movies, documentaries, feature films and contemporary art films. Either way, a fashion film showcases garments, designs, and costumes through the medium of film, making fashion an essential part of the visual narrative.

Uniquely to Copenhagen Fashion Film, we showcase both historically and contemporarily interesting fashion films, since we believe that fashion history is an important part of today’s fashion. At the same time, we pay special attention to the rapidly growing phenomenon: the fashion short film, which has become one of the most important tools in fashion communication today. There is no exact recipe for making a fashion short film - it can be highly diverse in the way it looks, sounds and feels. The important thing is to rethink and challenge fashion communication.

Festival
Every year, we have our annual film festival in Copenhagen. The festival focuses on the connections between fashion and film through various film screenings, talks, debates and special events. The festival has changing themes related to the cultural aspects of the history, present and future of fashion and film. Combining the best of contemporary fashion films with a special selection of old cult fashion movies, the festival audience is not only in for breathtaking cinematography but also outstanding fashion film treats.

Our Mission
Copenhagen Fashion Film mediates fashion in a new way and functions as a common basis for discussing new ideas and experiments in fashion, film and communication.
We aim to give our audience an aesthetic experience that connects the dots between fashion and film by curating the best fashion films.
Today film is a fast growing medium within the fashion industry. It’s a great way of showing designs as it expands the designer’s artistic expression from the static fashion photography and has the potential to function as an effective marketing tool in the present digital age.
Copenhagen Fashion Film wants to embrace this development and get the audience as close to the designer and garments as possible.
Last but not least we want to celebrate the actors, the directors, the costumiers, and the designers throughout history who have had an impact on our culture, creating films with a strong sense of fashion.

Team