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Under the theme of “From Image to Influence, Tell Brand Stories Through Films”, the 14th BJIFF Film & Fashion Section · Forum on Integrated Development of Film and Fashion was successfully held on the afternoon of April 20, 2024.
At the forum, Ms. Su Baoyan, initiator of the Film & Fashion Section, delivered a welcome speech themed “How to Help Fashion Brands Tell a Good Story”. She said that the Film & Fashion Section has built a bridge for the exchanges and cooperation between film and fashion. The activity joined hands with leading fashion brands in China to kick off two brilliant shows and the First Fashion Short Film Contest, embarking on a crossover journey for film and fashion.
Ms. Su Baoyan, initiator of the Film & Fashion Section
Ms. Yang Lan, senior media professional and Chairman of Sun Media Group, delivered a speech themed “All Reviving -- Tell China’s Intangible Cultural Heritage Stories”. She introduced that the Sun Media Group plans to host the “All Reviving -- China’s Intangible Cultural Heritages and Contemporary Designs Exhibition” at the Musée des Arts Décoratifs in Paris in July, aiming to blend traditional handcrafts in life with contemporary designs, and empower the brand value with culture.
Ms. Yang Lan, senior media professional and Chairman of Sun Media Group
Ms. Si Ruo, professor & doctoral supervisor at the School of Journalism and Communication, Tsinghua University, Director of the Film and Television Communication Research Center, Tsinghua University, distinguished professor at the Macau University of Science and Technology, and chief expert on major bidding projects of the National Social Science Fund of China (NSSFG), delivered a speech titled “Films Serve as Super Ads of Fashion”. She stressed the importance of the film post-screening market, elaborated the power of the market behind cinemas, where the value of films can be truly displayed, and discussed the artistic and commercial value of films from a professional academic perspective.
Ms. Si Ruo, professor & doctoral supervisor at the School of Journalism and Communication, Tsinghua University, Director of the Film and Television Communication Research Center, Tsinghua University, distinguished professor at the Macau University of Science and Technology, and chief expert on major bidding projects of the National Social Science Fund of China (NSSFG)
The forum also specially invited three members of the Jury for the First Fashion Short Film Contest, namely Ms. Su Mang, President of the Jury, famous fashion media professional and Dean of the Soul Art Center, Professor Roger Tredre, a course leader for the MA Fashion Communication program at Central Saint Martins, University of the Arts London and fashion critic, and Mr. Zhang Li, screenwriter, director and independent film producer, as well as Mr. Fu Bailin, famous photographic artist. Besides, Mr. E Guannan, associate professor at the School of Fashion Communication, Beijing Institute of Fashion Technology, served as the Academic Moderator of the forum. The panelists revealed the deep connection between film and fashion promotion with unique perspectives and profound academic accomplishment, and discussed the path of integrated development of film and fashion "from image to influence".
Ms. Su Mang, President of the Jury, famous fashion media professional and Dean of the Soul Art Center
Professor Roger Tredre, a course leader for the MA Fashion Communication program at Central Saint Martins, University of the Arts London and fashion critic
Mr. Zhang Li, screenwriter, director and independent film producer
Mr. Fu Bailin, famous photographic artist
Mr. E Guannan, associate professor at the School of Fashion Communication, Beijing Institute of Fashion Technology
Creator representatives of the Fashion Short Film Contest and brand representatives, namely Chen Jinliang, Operations Director of the Henry Grant Business Division of Saint Angelo, Liang Zi, designer of China’s Golden Top Award, promoter of intangible cultural heritages and Founder of TANGY, Wu Qiao, pioneer of film digitization and expert on filmmaking process, Zhang Yang, photography director of the short film In the Mountains, short film director and advertising director, and Li Xiaochen, advertising director and drama short director, were also invited to share their creative feelings and make summaries. They expressed opinions, and carried out in-depth communication and exchanges respectively. With the collision of different thoughts and fusion of diverse inspirations, we believe that every short film has harvested a lot from this academic feast.
Forum site
Chen Jinliang, Operations Director of the Henry Grant Business Division of Saint Angelo
Liang Zi, designer of China’s Golden Top Award, promoter of intangible cultural heritages and Founder of TANGY
Wu Qiao, pioneer of film digitization and expert on filmmaking process, and Zhang Yang, photography director of the short film In the Mountains, short film director and advertising director
Representatives from EMBRY, HENGYUANXIANG, HENRY GRANT, LILANG, GIUSEPPE, TANGY, VICUTU, XG and other fashion brands were also present at the event. Under the theme of “Tell Brand Stories Through Films”, the panelists had an in-depth dialogue and discussed the experimental and pioneering combination of fashion brands and films.
National fashion brands still need to make their voices heard by consumers and raise their brand awareness in the all-media era. Personalized self-expression by means of films is a sustainable path, where fashion consumers can turn into audiences. Compared with traditional consumers focusing more on designs, audiences who recognize the core values of brands may pay for such an emotional sense of belonging some day in the future after the fusion of brands and films.
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