Guest blog: deconstructing fashion films – and Japan

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Still digesting July’s Fashion Popcorn launch, August found me on a two week stint in Japan at the Centre for Creative Communication’s annual ideas fest.

A group of us from digital production and experiential design houses were invited over to the swelteringly hot and humid city of Shizuoka to present key creative trends. Traversing fashion, music videos and alternative marketing (think installations, pop-ups and the like), we reeled in a packed audience of eager ears.

As well as including a pre-recorded conversation with prococious blogger Tavi, Fashion Popcorn got a big shout out as part of my presentation / extended rant on the Revolution in Fashion Marketing.  My focus? The movement from branded films to interactive fashion experiences (Diesel SS10 and Uniqlo ongoing) through the cross-fertilisation between couture catwalks and Cadbury’s. All ideas us Popcorners first started to discuss at the launch event in London back in July – and will be picking up again at our next event, on November 18 at Encounters.

After the work came the play – hitting the streets of Tokyo’s Harajuku, Shibuya and Omotesando districts to take the pulse of Japan’s fashion hubs. A barometer of fashion futures, this included the jawdropping soap-bubble architecture of the Prada flagship, round-the-block queues at Bathing Ape and the blue conical frontage at Comme des Garçons. The verdict? There’s a clear renaissance in demand for the bigger international fashion houses (Gucci is a national obsession) but there’s still plenty of space for up-and-comers to stamp their mark on the psyche of hoards of street-loving style savvies.

Stephen heads up Marketing for Stink – an international production company marrying cutting edge creative artistry with digital technology and an innovative approach to filmmaking.

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