WWD | WWD Staff
" The inaugural La Jolla Fashion Film Festival, April 23 and 24 in the seaside hamlet, will be the first Stateside fest to focus solely on the short fashion film genre. Five shorts will make their world premieres: Jean-Claude Thibaut’s “The End,” Noam Griegst’s “Two Women and a Bear,” Janet Pytowski’s “Style Is Eternal” and Robertino Fonseca’s “Heads Will Roll.” In addition, Pamela Hanson’s short for Charlotte Ronson’s spring 2010 collection, “Tonight You Belong to Me,” will make its film festival premiere, as will others by Karl Lagerfeld, Marisa Crawford, Max Vadukul, Ellen Von Unwerth, Jamie Isaia and Michael Haussman."
WWD.com
Vidcat | Vidcat Staff
" The film was created to showcase the video archive and recently premiered at the La Jolla Fashion Film Festival. “We are delighted that the first Fashion Film Festival in the United States chose our film “Style Is Eternal” to close the festival” says Janet Pytowski, The Director and President of VIDCAT. "
Vidcat.com
Racked | Racked LA Staff
"This is really cool, and makes us sad we're not in San Diego right now: This weekend marks the first (of, hopefully, many) La Jolla Fashion Film Festival—a two-day extravaganza of film shorts about fashion and directed by luminaries including Karl Lagerfeld, Bruce Weber, Christian Louboutin, and Marc Bouwer.[...]
racked.com
JustLuxe | Kristi Brooks
"San Diego's jewel had a little extra sparkle over the weekend thanks to the premiere of the La Jolla Fashion Film Festival, the very first U.S. fashion short film festival. The two-day event curated by San Diego Model Management's CEO, Fred Sweet, featured exclusive screenings and debuts, fashion webcasts, industry-led panels and plenty of VIP parties. [...]
JustLuxe.com
PR Couture | Crosby Noricks
"Over the weekend I was lucky enough to attend the inaugural La Jolla Fashion Film Festival, where the fashion short film genre enjoyed rapt attention as creations by fashion heavy-weights like Karl Lagerfeld, Erin Fetherston, Christian Louboutin, and Erin Von Unwerth made their way across the screen. The first fashion film festival in America [...]
We’ve seen a real trend toward fashion films in the last few years, in feature length documentaries like The September Issue, The Last Emperor and in hybrid film advertisements like Prada’s “Perfect Thunder, Perfect Mind.” When Fred Sweet, CEO of San Diego Model Management, was looking to establish a recurring fashion event in San Diego – the short fashion film became the anchor, La Jolla, with it’s crashing waves, boutique hotels, shops and fine cuisine became the backdrop.
With both experimental, narrative, and branded marketing films represented and La Jolla’s posh beach atmosphere, there is ample opportunity for this event to expand and command an even stronger presence locally and internationally in future iterations. Fred Sweet respects all forms of digital media and has been a big proponent of fashion blogging for years. It would be my recommendation for fashion bloggers and journalists to pencil in LJFFF for 2011, set for August 5th and 6th. It is going to be worth it! LJFFF is on Twitter and Facebook."
PRcoutures.com
Examiner | Erna Adelson
"I was lucky enough to join my local sartorially-motivated peers in introducing some very talented (and fashionable) out-of-towners to the finest city at the La Jolla Fashion Film Festival (LJFFF) this weekend. San Diego, it turns out, is an ideal location for a celebration of fashion as a film subject. Here we host an intimate, mostly self-made industry with a refreshing lack of pretense when it comes to style. Where craftsman frames, sea breeze, sunsets, fish tacos, and beach hair come to define everyday existence, $20 sundresses regularly work the same rooms as denim, vintage, and Louboutins. [...]
"The film festival is the brainchild San Diego Model Management CEO Fred Sweet, who was “looking to establish a recurring fashion event in San Diego.” It is likely that he has succeeded in not only that, but in creating a template for similar events internationally."
examiner.com
SD News | Diana Cavagnaro
"The La Jolla Fashion Film Festival was launched April 23 and 24, the first such event in the United States. The production of short fashion movies with both emerging and brand name designers is becoming a new art form and La Jolla was fortunate to have offered world premier screenings last weekend. [...]
"On Saturday evening, the final film was screened on a giant blow-up screen in the park. Two of the directors, George Manzanilla and Janet Pytowski, were there to talk to the audience. Manzanilla’s film was “Summer Fashion,” featuring Billabong fashions, filmed in Bali and Santa Monica.
Pytowski is the owner of a video production company and has one of the largest fashion archives in the world. She screened “Style is Eternal,” the first film from the company’s archives, which date from 1950 to the present.[...]
The buzz from everyone was that they had so much fun that they couldn’t wait until the next Fashion Film Festival."
SDnews.com
NBC | Katie Buzas
"La Jolla may not be the first city that comes to mind when you think of cutting edge fashion, but the La Jolla Fashion Film Festival hopes to place La Jolla on the map alongside Paris, New York and London[...]
As the world continues to shift to digital, the fashion world is trying to keep up by creating new marketing techniques and art forms to reach their audiences. Bloggers are now in the front row at New York's Fashion Week, runway shows are streaming live and designers are moving quickly to keep up and revolutionize the digital potential for fashion[...]
NBCsandiego.com.com
The Final Statement | TFS Team
"This weekend, the La Jolla Fashion Film Festival made its debut, walking in the footsteps of Paris. Thank you to Fred Sweet, the festival producer, and his team, The Final Statement made a presence. April the 23rd and 24th marks an extravaganza of fashion film shorts, seminars, and festivities. Of the VIPs invited: Karl Lagerfeld, Bruce Weber, Christian Louboutin [...]
thefinalstatement.net
La Jolla Light | Maria Connor
"For more than a year, Sweet has been designing his own fashion statement, a proclamation he hopes rings loud and clear around the world.
"I know that sounds a little over the top right now, I admit it," Sweet said. "But it's a world community we live in now, and I want an event that at least its goal is to attract a worldwide audience."
He chose La Jolla to build off its reputation as a beautiful, exciting destination among the jet set. In addition, the fashion film festival was created to emulate New York Fashion Week. "The reason it has so much excitement and press coverage," Sweet said, "is because it has the industry going to it; it has credibility." [...]
lajollalight.com
Nile Guide | Meaghan Clark
"Beginning tonight, the first ever Fashion Film Festival will welcome internationally recognized guests into La Jolla’s coves for a night of celebration, film, designers and cocktails. As the first U.S. festival that fuses fashion, film and today’s obsession with social media into one, the La Jolla Fashion Film Festival is welcoming the elite into its small city. Like Milan’s version, La Jolla’s Fashion Film Festival is a one of a kind event, sponsored by San Diego resident company San Diego Model Management.
...]
nileguide.com
"I know that sounds a little over the top right now, I admit it," Sweet said. "But it's a world community we live in now, and I want an event that at least its goal is to attract a worldwide audience."
He chose La Jolla to build off its reputation as a beautiful, exciting destination among the jet set. In addition, the fashion film festival was created to emulate New York Fashion Week. "The reason it has so much excitement and press coverage," Sweet said, "is because it has the industry going to it; it has credibility." [...]
