INTERVIEW WITH THE LA JOLLA TEAM. THE STORY BEHIND THE FIRST FASHION FILM FESTIVAL IN NORTH AMERICA

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ArtJobs.com get an exclusive insight into the world of Fashion Film. Interview with Fred Sweet, the Founder of LJIFFF.

1: Tell us a little bit about La Jolla. What is the story?
Although we are now known as "Hollywood's Hangout" it wasn't always that way. About 8 years ago I started noticing small video clips of fashion shows that were posted on various internet sites. Small took the form of mini-movies. Eventually I told my staff at San Diego Model Management Agency that I was going to contact the filmmakers, get their permission, and put together a viewing party for our agency staff in La Jolla. Well, at a modeling agency nothing stays a secret too long. Everyone wanted to come! So I said we are turning it into a fashion film festival. The first in North America. 

2: How many submissions do you have per year?
We review about 11,000 films, including about 2,000 submissions

3: From which part of the world have you seen the most impressive submissions?
The most amazing films come from all parts of the world, even the most unlikely places. However I would say given the history and resources available Europe generates the most fashion films. 

4: Can you give any advice to an aspiring Fashion Film maker?  
Know what is going on in the fashion film world. What films are trending, doing well, and why. The Fashion Film Network's Facebook page is a good start. Also and importantly no one cares what your budget was, or otherwise what limitations you had in producing your film. It will simply be compared to the best out there. Big budgets obviously help but I've seen low budget films do really well and get millions of views. The only real limitation is you and your creativity. 

5: What are some of the challenges you feel an aspiring Fashion Film maker may encounter these days?
Funding and organization are the most obvious ones.  Also a film's concept starts out wrong no amount of resources will fix it. Conceptualization and planning are absolutely crucial to any film.  

6: In your opinion, when did the concept of Fashion Film become popular?
The internet enabled fashion films but they really did not take their present form until about 7 years ago which happens to be the year La Jolla started. Virtually all fashion brands produce fashion films now. They have essentially replaced the old editorial layout in fashion magazines.  

7: How big of an impact has it had on the Fashion Industry in the past 5 years?
They have become one of the pillars of fashion brand's identity and marketing strategy. They obviously must fit into a bigger picture of the entire digital space and what a brand is doing there. The inherent limitation of fashion films is in their distribution. That is why La Jolla focuses on getting our filmmakers year around distribution through our Global Media Partners and channels. 

8: What is the future of Fashion Film?
People refer to La Jolla as the Cannes of the fashion film world. We are totally focused on bringing our global creative community the most exciting experience possible when they come to La Jolla. We bring in top industry people from Hollywood and around the globe to interact and network with filmmakers who fly in to make connections and new friends. With new events and distribution partners being announced shortly we are excited about the future and being a part of the success of our global community. La Jolla is exclusive and invitation only, however anyone with an industry connection​

La Jolla is exclusive and invitation only, however anyone with an industry connection​ or interest can email at: contact(at)LJFFF.com and request an invitation!

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