Originally and the future, fashion and movies are inextricably linked.

Fashion and movies are inextricably linked. The creators tried their best to create clothes that complement each other for the characters in the film, and the screen also showed the talents of the designers.

Audrey Hepburn

In the 1920s, the independent clothing department first appeared in the film industry, which promoted the progress of screen aesthetics. Although there are many factors behind the choice of clothing, directors often regard it as an important means to shape characters. In the movie Breakfast at Tiffany’s, Audrey Hepburn, wearing a sleeveless black dress, contributed to the screen classic, and made Givenchy’s little black dress become the yearning of many women. Chanel may be regarded as the founder of the little black dress, but in Breakfast at Tiffany’s, Givenchy and Hepburn gave it another vitality.

The interweaving of film and fashion has its inherent inevitability, because both art forms have the inherent power of narration. Alfred Hitchcock, a famous director, is very meticulous about the image of screen actresses. He hopes to project subconscious information in the audience’s mind through clothes and accessories. Hitchcock’s film Stage Fright is the representative work of German actress Marlene Dietrich. She once said, "Without Dior, there No Dior, No Dietrich". The waist suit, tulle robe and feather decoration in the film are very suitable for the female role of the West End singer.

Communication, expression and remolding, it is these characteristics that make clothing an important basis for film production. Movies and performing stars are conducive to the spread of fashion brands, so the red carpet of the film festival has always been a show for major brands. Of course, in addition to the eye-catching red carpet, the film festival is an important platform to show and trace the close relationship between brand and film art. At the 2023 Shanghai International Film Festival, many brands expressed their vision and determination to constantly resonate with the film art.

"DIOR IN RED" exhibition

During the Shanghai International Film Festival from June 11th to 18th, the exhibition "DIOR IN RED" was held in Shanghai Shengli Cinema. This is also the first official appearance after the renovation of Shengli Cinema. Shanghai Shengli Cinema was founded in the last century, bearing the characteristics of China films in different periods and witnessing the development track of the film industry. The architectural style of combining Chinese and Western highlights its openness and tolerance.

"DIOR IN RED" exhibition

Entering the exhibition, elegant and profound red comes into view, and the seven theme exhibition areas tell the story of red love in different times. The portrait of Mr. christian dior in red tone outlined by artist Yan Peiming kicked off the exhibition; DIOR Dior illustrator René Groix has created more than ten paintings for the brand in the past, creating a classic advertising visual image. Then, through the lens of many contemporary photographers, media technology gives fashion a collision with light and shadow. Through a series of video works, Mr. christian dior and many subsequent creative directors of Dior Fashion House, Huan Xin, performed all the red high-order works. A variety of red element collections of accessories, perfumes and beauty cosmetics are also displayed in rare boxes in a patchwork way, connecting a series of stories.

A good film needs a dedicated filmmaker to devote himself to the art of film, concentrate on polishing and pursue it unremittingly, in order to achieve classics. The fashion brand which is connected with the film and embodies the inheritance and innovation is increasingly becoming an indispensable part of the film industry.

PIAGET Earl Shanghai International Film Festival "Extraordinary Night"

As the official partner and designated jewelry brand of the 25th Shanghai International Film Festival, PIAGET and the Shanghai International Film Festival jointly launched a series of activities such as "Extraordinary Master Class" and "Extraordinary Scholarship" in the "Young Filmmakers Education Support Program", paying tribute to the hard-working behind-the-scenes filmmakers, and encouraging young filmmakers to inherit and carry forward their ingenuity and gain momentum for the prosperous development of the film industry.

Pay tribute to the filmmakers. Recently, Jaeger-LeCoultre once again joined hands with the Shanghai International Film Festival to jointly present the "Glory to the Filmmaker Award". The "Jaeger-LeCoultre Filmmaker Honor Award" came to Shanghai International Film Festival for the first time in 2018, aiming at recognizing Chinese filmmakers who have made outstanding contributions to the film industry.

On June 10th, Jaeger-LeCoultre initiated a dialogue on the theme of advanced watchmaking and film restoration, and the guests enjoyed the latest restoration work of Jaeger-LeCoultre’s "Classic Film Copy Restoration Project"-the premiere of the 4K restoration version of Early Spring February (1963) directed by Xie Tieli, a famous third-generation Chinese classic film. This film is adapted from a novella written by the famous writer Rou Shi in the 1920s. At the China Film Century Award in 1995, Early Spring and February won both the Top Ten Film Awards and the Top Ten Director Awards.

Chinese classic film Early Spring in February

The newly restored Chinese classic film Early Spring in February premiered in 4K, conveying the profound significance of film restoration in preserving classics and inheriting culture. The significance of film restoration is not only the work itself, but also to relive the memory of a generation and reproduce the epitome of an era. At present, Jaeger-LeCoultre has made sixteen Chinese films of different ages and types shine again through the "Classic Film Copy Restoration Project".

As an art closely related to the development of science and technology, the history of film development is closely related to the development of science and technology, from silence to sound, from film to digital technology, and then to virtual shooting. Gabrielle Chanel has long realized the powerful power and influence of this new art media in arousing resonance. She once said, "I want to be a part of the future".

"Before becoming a director" special project 2023 series activities

Gabrielle Chanel witnessed the great development of the film industry all her life and kept close contact with it. Chanel’s continuous dialogue with the film industry has also become one of the symbols of the brand. Chanel joined hands with the China Film Directors Association to support the CFDG China Young Film Directors Support Program (Onion Program), and jointly set up a special project of Onion Program "Before Being a Director" in 2022. On June 13th, the two sides jointly held the "Green Night" film sharing and exchange meeting. This activity started the 8th Green Onion Project and released the 2023 series of activities of the special project "Before becoming a director".

The 2023 series of activities is curated by the famous director Frant Gwo, with the theme of "Before becoming a director-the film’s original and future". Through movie master classes, film exhibitions, salons, open classes on campus and other rich forms, it will focus on the presentation of image style and technology, bring about reflections on the film’s ontology and future under the technological revolution, encourage the new generation of filmmakers to emancipate their visual imagination and jointly create a broader picture of film art and technology in the future. Looking back, looking to the future, and expanding the connection between them through various forms and ways, the fate story of fashion and movies will continue.