Sick Of Labels And Designers Dressing Ads Up As “Fashion Films”? Us too

You have to admit, sometimes ‘fashion’ takes itself a bit too seriously and nothing proves this point more than the current obsession with brands releasing “fashion films” online to promote their latest collection.

And what’s the best way nowadays to garner as much media attention as possible? Getting your fashion film to go viral of course, so it makes perfect sense that business savvy retailers have jumped on the bangwagon!

But, for one ultra hip design duo Sophie Buhai and Lisa Mayock, the brains behind fashion lable Vena Cava, the temptation to take the p**s out of the “fashion film” proved too much and they’ve released a laugh out loud funny film of their own to debut their new diffusion line Viva Vena.

Starring actress Lizzy Caplan (she of Mean Girls and New Girl fame), the “film” directed by Matthew Frost will have you snorting with laughter, saying "ugh, what a hipster thing to say" and marvelling at how many cliches they've managed to pack in. And the clothing line looks gorge so it’s a huge success all round. 

They might try and dress them up as ‘art’ but at the end of the day, they’re ads. Expensive, abstract and usually kinda cringe-worthy ads and this short "film" proves the point perfectly!