The ICA is currently hosting the Birds Eye View film festival celebrating female film makers. Yesterday, they hosted an evening of short fashion films and held a discussion with a few of the contributors. Fashion on Film has really only started to take off over the past few years which is surprising. Designer Bella Freud has been interested in the medium for a long time and spoke yesterday about why she likes it,

"It's easier to project the feeling of clothes on film, I couldn't get the idea across on the catwalk as well."


10 films were shown including the one above, Wendy Bird which stars Kirsten Dunst and previews Erin Featherston's A/W '06 collection. The loose narrative shows the versatility of the medium and helps the viewer understand the clothes.
To read more from Bella Freud read more
Freud's film with John Malcovich, Straphanging was shown and it stars model Jodie Kidd. Freud explained that Sam Taylor-Wood's films planted the original ideas in her head.
"Her (Sam Taylor-Wood) films were fashiony, they were contrived in a convincing way which is what fashion is about."

The films are often used as installations instore, for example Screen Test Susie which shows Emma Cook's A/W '07 line and was shown in Topshop. This seems to be the best way to explain the influence behind the clothing although I am not convinced that they should replace catwalk shows. What do you think?