the inspiring movie : i am love

the next spring (spring summer 2012) inspirational theme is "cinematic" the tension of highly charged movie stills; the disturbed, slightly unhinged heroines of david lynch; motel living and hazy summer road trips: cinematic evokes fantasy lifestyles. the look could be any time and any decade, but it always depicts true glamour, idealised notions of nostalgia and scenarios from on-screen kooky realities. 

i am love is a film in which the style-over-substance approach references the cosmetic facade of a milanese dynasty. the technique is consciously employed by director luca guadagnino in everything from the cinematography to the clothes worn by central characters. his intentionally over-stylised project sees raf simons at jil sander collaborate with actress tilda swinton to create a wardrobe reflecting the subtleties of protagonist emma recchi.


an increasing cinematic influence in fashion communication, combined with advances in the digital world, open up new possibilities in marketing and advertising built around the moving image. For style-based industries, this leads to an interactive, sensual connection with consumers.


dior continues its cinematographic fashion campaign with david lynch. the director, famous for his haunting work such as blue velvet and twin peaks, directs this extended commercial entitled "lady blue shanghai", which stars marion cotillard, gong tao and of course the lady dior handbag. art-directed by john galliano, the film is suprisingly lo-fi but as strange as you might expect from lynch.