Agnes b. chooses novel way to put collection in the frame

PUBLISHED : Wednesday, 19 August, 2009, 12:00am
UPDATED : Wednesday, 19 August, 2009, 12:00am

Most fashion brands now have much reduced budgets so labels are forced to think outside the box. Agnes b. decided to work inside the frame - the film frame.

The non-conformist French designer's love of movies is well known: after all, the brand sponsors the film theatre in the Arts Centre. Hence, it seemed natural she would use film as a medium to show her wares. It was certainly something different for the fashion press last Thursday. Editors and writers were invited not to a fashion show, but a screening (at the Agnes b. Cinema, naturally) of the label's new autumn collection.

They were offered popcorn to complement the experience. Then a 13-minute short film - actually, a video - was played showing the autumn wardrobe for women. It was apparently filmed and edited by the cinephile designer herself. While it's quite a novel way to save money by not doing a full-blown event, the label did hire a few live bodies to strut around and display 25 outfits. That's because fashion writers always want to look at and touch the clothes and fabrics. After all, they are more familiar with pr?t-?-porter than mise en scene.