The new Aquarium in the V&A Waterfront, Cape Town played host on Saturday night to the annual Mercedes-Benz Bokeh South Africa International Fashion Film Festival. The evening sparkled as A-List celebrities, industry VIP’s, producers, designers, fashion film models and invited high society guests donned their finest and gathered to celebrate the very best in the local and international Fashion Film Industry.
Founder of the Mercedes-Benz Bokeh International Fashion Film Festival, Adrian Lazarus was ecstatic on the evening. ”What initially started out as a celebration of the Fashion Film genre has quickly become the foremost Fashion Film Festival in the world. Thanks to our generous and visionary sponsors and team, we are pushing the boundaries of fashion branding and hopefully Cape Town will become the global destination for the production of these films in the near future, as we have a wealth of talent, the passion, the infrastructure and local support right on our doorstep.”
The glamorous, irrepressible and recently married Bailey Schneider, dressed in a stunning gown by Hendrik Vermeulen and jewellery by Diamond Works and Legacy Collection was on hand to set the tone, welcome the guests and direct them down a daunting Oscar style Red Carpet walk.
Local and international Television and camera crews lined the stanchions, jostling for the perfect shot and sound bite from the invited guests, fashionistas, designers, A-list celebrities and VIP’s which included: Jimmy Nevis, Minnie Dlamini, Hendrik Vermeulen, Maps Mapoyane, Leigh-Anne Williams, Das Kapital, Bonnie Mbuli and Katlego Maboe to name just a few.
This year the Festival received over 500 Fashion Film submissions from around the globe, which were all evaluated against strict set criteria by a panel of industry judges. Only 12 films made the final cut, with category winners each receiving a stunning trophy designed by renowned Industrial designer Chris Jones.
Headline sponsored by Mercedes-Benz, the festival is now in its 3rd year, growing in size, reach and glamour. This year the theme was ‘Bespoke’, which was reflected across every element from talking mannequins, a revolving static fashion show to selected films which were screened on large screens throughout the venue, offering a completely unique, engaging sensory extravaganza.
The winners on the night were:
Best Picture – The Good Italian
Best Cinema – The Good Italian
Best Actor – The Good Italian
Best Make-up – Interloper
Young Designer Fashion Film – White on White
Best Director – Boys of Soweto
Emerging Talent – Irreversible
Best Art Direction – The Three Wives
Best Sound – G Spot
Best Fashion – The Chase
The highlight and grand prize on the night was the Mercedes-Benz Award with Edward and Ash Winter of Winterstone Productions in LA walking away with a cool US$ 10 000 for their submission – ‘Bespoke’.
Selvin Govender, Marketing Director, Mercedes-Benz Cars enthused, “We thank all those that participated in this year’s successful event, and are extremely proud to present this special award which celebrates excellence in cinematography and creativity, in design and style, while presenting lifestyle elements of modern luxury in a fascinating and surreal way.”
With images, interviews and soundbites being broadcast around the world, this star studded event clearly places Cape Town at the forefront of this genre as emphasized by Joanne Raphael-Katz, Fashion One’s local bureau agent. “ Film and Fashion are at the core of our business and tonight’s event allowed us to showcase and celebrate the best there is, while offering a global platform for our burgeoning local talent.’
Three lucky guests also walked away with sparkling diamonds on the night courtesy of a lucky draw sponsored by Diamond Works. Oude Meester also aligned with the event for the first time this year, partnering in an environment where artists and creativity take centre stage.
Jerome Adonis, Oude Meester Brand manager reflected, “These kinds of events are key to our brand, as it allows for tailored interaction with a chosen audience, and once again the Bokeh team produced a special celebration, which we are proud to be part of.”
Included in the evening was a spotlight on the exceptional work of acclaimed photographer Rankin who received a Lifetime Achievement Award for his important contribution to the world of fashion films.
Winners on the night also included the Cape Town fashion Council and CEO, Bryan Ramkilawan enthused, “The benefit for the CTFC participating in this year’s Mercedes-Benz Bokeh Fashion Film Festival is that it extends our brand and members into the film sector and offers our fashion designers a diversified and international marketing platform.”
The success of this event, as well as Fashion Film Festivals around the world and the willingness of global and local brands to align themselves, is clear evidence of the effectiveness of this genre to reach and engage with a growing international audience.
Sponsors of the event included: Mercedes-Benz, CTFC, Fashion One, Oude Meester, MAC, Sunglass Hut, Havaianas, Caffeluxe, Fox Box, Diamond Works and Legacy Jewellery.
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