Men’s Fashion on Film – A ‘Brave New World’.

What with an increasing number of industry heavyweights choosing film as the medium to convey their menswear creations and innovations (see YSL and Alexander McQueen for SS10) it seems only natural that fashion editorial has moved in the same direction, with online menswear mag Buckstyle forging the path. The two fields have a deep and almost intrinsic affinity for each other, anyway. Both mediums are inherently visual and the environments surrounding the production and distribution of the product often overlap with actors of renown developing strong relationships with fashion houses of equal renown and the abundance of fashion-related plots featuring in contemporary cinema (speaking of…when’s The September Issue arriving in UK/Ireland?).

Buckstyle’s first foray into film has led to Brave New World, a high-octane short featuring AW09 styles from ready-to-wear majors Prada, YSL, Alexander McQueen and Raf Simons to the high-street’s best: Topman, American Apparel, H&M and River Island. Not to get too film-scribe about the whole thing, but it must be said that the film’s mise-en-scène beautifully illustrates the themes those involved wished to highlight: survival, security and protection, with male protagonist and model Alex Jermy appearing first in just a pair of jeans and then gradually equipping himself with extra layers of sartorial safety – an ashen poloneck and hoods galore.

Rotten Tomatoes this blog is not, but if it were I’m sure the aggregate would deem this first filmic editorial a good thing indeed.

Directed by James Yeomans, Styling and Creative Direction by Celia-Jane Ukwenya, Models Alex Jermy and Holly Dormon.