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Film Meets Fashion at the La Jolla Fashion Film Festival

In its second year, the LJFFF is the largest gathering of the fashion film industry

La Jolla Fashion Film Festival
Courtesy Photo

The Second Annual La Jolla Fashion Film Festival (LJFFF) will be taking place this weekend, July 29-30. The LJFFF is the first fashion film festival to be founded in North America and focuses solely on the fashion film genre. This year’s festival, which will be held at the Museum of Contemporary Art in La Jolla, will offer exclusive screenings and debuts, industry-led panels and after parties.

The LJFFF was featured in Women’s Wear Daily last year and has since had the rest of the fashion world talking. LJFFF director and producer Fred Sweet says, “There are so many people talking about [the festival] that we can’t keep track of every website and blog posting anymore.”

The festival does deserve all the attention it’s been garnishing though. Sweet says, “It’s the largest gathering of the fashion film industry to date, we’re very happy about it. There’s people flying in from all over the world, literally.”

This year’s festival will be hosted by Finnish actress, Anna Easteden and 12 internationally recognized directors have confirmed attendance to the event, including Miguel Angel Font Bisier, Jacques Dequeker, Bell Soto, Vernie Yeung and Marcus K. Jones. Also in attendance will be fashion big-wigs Melody Sylvester, Executive Producer at RSA Films London and Robin Kay, president of the Fashion Design Council of Canada and founder and director of LG (Toronto) Fashion Week.

The festival, with its opening night Friday and closing night Saturday, will feature two-hour screenings each night. Four thousand short films were submitted to the LJFFF, and only about 40 will be shown. Although certain promos and director bios are featured on LJFFF’s website, the official list of films will not be released until just before the screenings start. However, Sweet says, “There will be productions put on by huge companies, like Chanel and Dior, and some put on by directors no one really knows about but who are so wonderfully creative.”

The festival promises high levels of engagement and understanding with the directors and their films as guests can get there early and meet the directors. Sweet says he wanted the LJFFF to be an accessible-type festival where people can meet the directors who wouldn’t normally come to town.

While this year is proving to be grander than the previous, Sweet is still looking to expand the festival. He says, “Hopefully, we would like it to, and we geared it toward, getting it to be an annual world-wide event. We want it to be a world class event, that’s what our goal is.”

Tickets are $50 for the screening and after party and $75 for the screening, after party and director’s recap. There will also be two free seminars as part of the festival. More information can be found at www.LJFFF.com.