Gearing up for the La Jolla Fashion Film Festival
Published - 07/25/12 - 04:00 PM | 247371 views | 0 0 comments | 5 5 recommendations | email to a friend | print
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It’s hard to believe that something as innovative as the La Jolla Fashion Film Festival would come to our little seaside town. I’m giddy for its arrival and can’t wait to see what everyone will be wearing! La Jolla will be hosting talents from all over the world, and what better way to get inspiration and ideas than watching and mingling among this stylish crowd?

For those not familiar with this uber-chic event, it highlights short filmmakers who make fashion films. Yes, you read that correctly: fashion films. As we all know, technology and social media have taken over the world and it is now spreading into fashion. Think MTV in the early 1980s — ahead of its time by mixing two powerful art forms together in song and film.

It’s such a natural pairing, I can’t believe it has taken so long for film to invade the world of fashion. For years, runway shows and photo shoots have dominated the documentation of fashion, and though fashion has always had a heavy hand in film, it has never been recognized for its contribution to the medium — at least not before the advent of the La Jolla Fashion Film Festival. Film helps take things to a new level, and everyone from Cartier to Zara are taking advantage of this powerful form of media. As a designer, a four-minute film can get the message out about almost anything you want it — you, your product, lifestyle image, inspirations for a collection, your design belief and style, etc. — all done in an artistic, interesting and informative way.

Talk about an amazing marketing tool. I know I’m hooked and look forward to watching it evolve over the next few years. Thank you to festival organizer Fred Sweet for recognizing these talented artists and bringing a piece of the fashion world to La Jolla. I hope everyone who has an interest in art, film or fashion gets out and supports the La Jolla Fashion Film Festival this weekend. I know I will be at the Karl Lagerfeld showing with bells on. Other artists that I’m excited to watch are Indrani Pal-Chaudhuri, Tak Kuroha, Bruno Aveillab and Jonas Akerland, to name a few. Happy viewing fashion (and film) lovers!

— Sabrina Heft has been a fashion consultant in San Diego for several years. Along with consulting, she is the creative director and lead stylist for The Gap at UTC.


A revolutionary film festival fusing cinematic art with cutting-edge fashion will again descend on the village for one glamorous weekend at the Museum of Contemporary Art San Diego in La Jolla (MCASD).

Fashion-forward filmmakers, directors, industry leaders and cinephiles from around the world will gather to celebrate the inspiring works of their colleagues, muses and icons for third annual La Jolla Fashion Film Festival from July 26-28.

Each night, MCASD will host roughly 20 carefully vetted short fashion film features — often complemented by the film’s attending director or filmmaker — at the seaside venue’s 500-seat theater. Panel discussions and seminars throughout the festival will entice those in the fashion film community to engage in conversation about the films and the ideas they represent, even after they are over. To help channel that inspired chatter, meet-and-greet afterparties with the directors will be held at Barfly just down the street each night after the film screenings.

“Just like New York Fashion Week, we are an industry event that attracts interest from fashionistas worldwide. Last year, our local fashion elite made a strong showing and we feel this year will be even better,” said festival producer Fred Sweet. “Everyone can look forward to three evenings of the best in fashion film production worldwide.”

This year, Sweet expects the festival to be bigger and better than ever, drawing its largest crowd yet. Additionally, the stakes for filmmakers are even higher than before. Thanks to a generous sponsorship by RED Digital Cinema, the festival’s Best Picture winner will be awarded with a $40,000 RED Epic digital camera at the closing night after party on July 28.

— Mariko Lamb


Thursday July 26th

• Screening program, 8 to 10 p.m., MCASD La Jolla

• Opening Night After Party, 10 p.m. to 1 a.m., Barfly

Friday July 27th

• Seminar 1: “New Web Platforms,” 3 to 4 p.m.
, MCASD La Jolla

• Seminar 2: “Directors Panel,” 4 to 5 p.m., MCASD La Jolla

• Screening program, 8 to 10 p.m., MCASD La Jolla

• After party, 10 p.m. to 1 a.m., Barfly

Saturday July 28th

• Filmmakers luncheon (by invitation only), noon to 2:30 p.m., La Valencia Hotel

• Seminar 3: “Producers Panel,” 3 to 4 p.m., MCASD La Jolla

• Seminar 4: “Pitching Short Films,” 4 to 5 p.m., MCASD La Jolla

• Screening program, 8 to 10 p.m., MCASD La Jolla

• Closing Night after party, 10 p.m. to 1 a.m., Barfly

A list of film screenings will be revealed on the day of the event at Tickets to the event are $200 for an all-access pass, $75 for individual screening tickets, and $225 for the filmmakers luncheon and industry networking event.


All seminars will take place at MCASD La Jolla’s main theater and are open to all LJFFF ticket holders.

• Seminar 1

Hear how Marius Troy, founder of fashion site “Ben Trovato,” and Indira Cesarine, founder of “The Untitled Magazine,” are using multiple platforms to tell their fashion tales to the world. These leaders in transmedia fashion will tell all about their experience founding their highly successful sites and propelling themselves and their content into the future of film distribution.

• Seminar 2

A few of the top names in fashion film directing, including Marcus K. Jones, Indrani Pal-Chaudhuri and Luca Finotti, will take part in an informative directors panel. The trio will discuss the process of fashion film creation — from inception to creation.

• Seminar 3

Producers Matthew Tucker from Partizan, Joe Lombardo from ETC Creative, and Peter Isacksen from Content & Company will discuss the producer’s perspective of how the business works. The panel will provide insightful information to aspiring filmmakers about what directors seek and irk in the business, as well as tips on how to remain competitive in today’s market.

• Seminar 4

Hollywood insiders Sydney Levine and Peter Belsito will disclose important information about pitching films to a supporting or sponsoring party. The duo will emphasize how directors, producers and filmmakers can successfully convey ideas and learn crucial skills in the business to bring their films to life.


Day 1: Thursday, July 26

• Afternoon: Take in some local sights. Stop by the Children’s Pool to view the seals and then head to the Cave Store (located at 1325 Coast Blvd.) and Sunny Jim’s Cave for some one-of-a-kind views of the cove.

• 5:30 to 7:30 p.m.: Happy-hour drinks followed by dinner at Manhattan of La Jolla (7766 Fay Ave.)

Get your swanky jazz and Italian comfort-food fix at this mainstay of La Jolla. Enjoy a bit of musical culture with live music by Tad Sisler starting at 7 p.m.

• 8 p.m.: film screenings at Museum of Contemporary Art San Diego, La Jolla (700 Prospect St.)

• 10 p.m. to 1 a.m.: Afterparty at Barfly (909 Prospect St.). Party into the wee hours like a Hollywood regular

Day 2: Friday, July 27

• Early afternoon: Time for some shopping! Find the perfect outfit for all your La Jolla Fashion Film Festival events at Village shops and boutiques like Pink Lagoon (1033 Silverado St), Kerut (7944 Girard Ave.) and Corrine (7644 Girard Ave.). For some truly unique and artistic accessories to add to any wardrobe, visit Judy Judy Judy (7734 Herschel Ave.) and check out her handmade scarves. For the men, a shopping trip to La Jolla wouldn’t be complete without browsing through the new and gently used threads of Le Chauvinist (7709 Fay Ave.), a men’s consignment shop with all the flair needed to attend a fashion film festival.

• 3 to 4 p.m.: Attend LJFFF Seminar 1: New Web Platforms, MCASD La Jolla

• 4 to 5 p.m.: Attend LJFFF Seminar 2: Directors Panel, MCASD La Jolla

• 5 to 6 p.m.: Nap!

• 6:30 to 8 p.m.: Dinner and drinks at Finch’s Bistro and Wine Bar (7644 Girard Ave.)

Relax on Finch’s quaint European-style patio with a glass of vino and an elegant meal, like the pistachio-crusted salmon or the seared ahi salad.

• 8 to 10 p.m.: film screenings at MCASD La Jolla

• 10 p.m. to 1 a.m.: Afterparty at Barfly

If you’re going to live like a star, you have to party like a star, and that means after parties every night.

Day 3: Saturday, July 28

• 10 a.m.: Brunch at Brockton Villa (1235 Coast Blvd.)

You can’t leave La Jolla without trying the famed Coast Toast that Brockton Villa is known for. Plus, a mimosa will be just the thing to get you going after last night’s after party.

• Early afternoon: Take a stroll around La Jolla, taking in all the sights you haven’t seen yet. If you have time, head over to La Jolla Shores for some serious sun soaking on the beach.

• 3 to 4 p.m.: Attend LJFFF Seminar 3: Producers Panel, MCASD La Jolla

• 4 to 5 p.m.: Attend LJFFF Seminar 4: Pitching Short Films, MCASD La Jolla

• 5 to 6 p.m.: Have your dessert first. Take a little break and head to Cups (7857 Girard Ave.) for some of the best cupcakes around. Eat them in the adorable café or take them down to Ellen Browning Scripps Park for some sweet relaxation. Don’t fill up before dinner, though!

• 6 to 8 p.m.: Dinner at Herringbone (7837 Herschel Ave.)

Take in one of La Jolla’s newest and hottest dinner spots (and celebrity chef Brian Malarkey’s most recent creation). The menu items are subject to change daily, but you won’t be disappointed with anything here.

• 8 to 10 p.m.: film screenings at MCASD La Jolla

• 10 p.m. to 1 a.m.: Afterparty at Barfly

You can’t miss the last night of partying. After all, this is when festival award winners are announced.

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