Philip Sparks did it last week and this week designer Nada Shepherd opted to skip Toronto’s official fashion week in order to present something a little more creative to Toronto fashion watchers. At first... I took the news of the "no Nada show" with mixed emotion. After all this label is always at the top of my must see list during every Toronto Fashion Week.
For some designers leaving the runway would be an unthinkable risk, but Shepherd told the media that she has been thinking of new ways to show off her designs and grab people’s attention for some time. Finally the moment came and Nada decided to change things up, break the mold and step into the future of fashion marketing by creating the first-ever women's wear 3-D film. Little was known prior to the Wednesday night screening and an intrigued audience sat in the Scotiabank Theatre on Richmond awaiting an to check out what ended up being an action packed 3-D film that showcased the Fall 2010 Nada collection in a new and exciting way.
Working with key players including Toronto director Grant Padley and 3-D specialist/cinematographer Tim Dashwood the final fashionable product was born. The project took approx four months from the initial concept and last night was apparently the first time many of the production crew had seen it on the big screen themselves. The concept is phenomenal and many design details seemed to truly come alive as 3-D Fembots (Canadian models Madison of Ford Models and Frances of Elite Models) went into battle in three separate video game inspired scenes. Yes, models go to battle like street fighters decked out in the elaborate fall gear. Most interesting during the seven minute flick was when the film showed off the video games main menu. This is where our kick ass model selected not only her weapon of choice but a new ensemble from the revolving rack of fall pieces from the 2010 collection. For those wanting a glimpse at the actual line this was their chance to quickly check it out before our model went into battle.
After the screening during a Q&A with Glen Baxter, Nada Shepherd was asked where the idea for the 3-D film came from. She explained to the audience:
"...the idea was an evolution. We were originally going to do a video. I had been wanting to present fashion in a video format for some time. I was waiting for the right season... collection... vibe. I felt this was the right season with the futuristic element. Then as the idea started growing and forming it was actually my husband David, one night said to me... what about 3D?" While the short film’s effects don’t rival the madness of James Cameron’s
Avatar... the idea is an innovative way to bring a little more attention to a deserving Canadian designer. Sure, some of the effects could have been tighter and this wasn't the end of this project or future projects. However, I am certain after the screening I wasn’t the only editor hoping that this experiment would bring new exposure to the incredibly talented Nada Shepherd.
If you haven't already
check out the impressive shots taken for the fall 2010 lookbook. And... be sure to take a minute and check out:
http://www.nada3d.com
It's hardly ever mentioned in any articles, but the production company behind NADA Future Fashion was Atomic Clock Cinematic Arts.
www.atomicclockcinematicarts.com
Posted by: Joe Nigerime | 12/14/2010 at 10:13 AM
Ditto...
It looks just like a comic book
Posted by: Jay | 03/18/2010 at 01:57 PM
WOW!
Very cool idea!
Posted by: Susan G | 03/18/2010 at 12:32 PM