ABOUT

THE ARTIST IS PRESENT
A FASHION FILM ARTIST SERIES

SHIFTING PERSPECTIVES FOR SOCIAL TRANSFORMATION
GHAC 2024 CAMPAIGN, NOTES ON INTENTION BY LINDA NOTELOVITZ, DIRECTOR

THE CAMPAIGN SERIES IS MADE UP OF 6 FILMS. AN INTRODUCTION FILM LEAD BY SPOKEN WORD ARTIST, POET QUI QUARRE RECITING HER POEM WRITTEN ESPECIALLY FOR THIS MESSAGE. SHE INTRODUCES THE 5 SOUTH AFRICAN FEMALE FASHION DESIGNERS SELECTED TO FEATURE IN THIS YEAR’S CAMPAIGN. FOLLOWING THE INTRO IS 5 ARTIST FASHION FILMS, UNIQUE TO EACH ONE OF THE FASHION DESIGNERS.

I DESIGNED THE EXECUTION OF THE ARTIST FASHION FILMS TO WORK AS A CAMPAIGN IN THEIR DESIGN AND STRUCTURE. IN EACH CASE OPENING WITH THE DESIGNER ENGAGING ON CAMERA AROUND VARIOUS TOPICS… THEIR OWN EMPOWEMENT, RAISING INSPIRATION, HOW PERSONALITY & JOURNEY INFLUENCES THEIR DESIGN STYLE & THE PURPOSE THEY EXPRESS THROUGH THEIR DESIGNS AND ENDING WITH THEM PASSING ON THE METAPHORIC CROWN. IN BETWEEN, EXPLORING THEM THROUGH CREATIVE INTERPRETATION OF WHO THEY ARE, THEIR INSPO, THEIR OWN UIQUE STYLE, TONE AND PERSONALITY.

THE FEMALE EMPOWERMENT SERIES WAS CREATED FOR GIVE HER A CROWN, AND JAGUAR, ALLIES OF FEMALE EMPOWERMENT. GHAC IS A FEMALE LEADERSHIP PORTAL WORKING TO GENERATE EMPOWERED AND EMPOWERING CONERSATIONS, TRAINING AND OPPORTUNITIES BY WORKING COSELY WITH CREATIVES OF ALL DICIPLINES TO LEAD THE NARRATIVE BY GETTING THE MESSAGE OUT IN THE WORLD IN A POSITIVE AND CREATIVE MANNER. THE 5 FASHION DESIGNERS (SEE CASE STUDY) WERE SELECTED AS REPRESENTATIVE OF THE MESSAGE ITSELF. CLOTHES CAN BE THOUGHT OF AS A WINDOW TO A PERIODS IN TIME, PRESENTING ATTITUDES AND REFLECTING SOCIAL NORMS AND AN ELEGANT BRIDGE TO THE WITNESSING, A REPRESENTATION OF AND EVEN DIRECTING SOCIAL CHANGE. FASHION IS A LENS FROM WHERE WE CAN OBSERVE TRENDS, SEE HOW ATTITUDES DEVELOP AND CHANGE, BUT IMPORTANTLY FASHION IS A PLATFORM FROM WHERE WE CAN INITIATE TRANSFORMATION AND ENCOURAGE CHANGE IN SOCIETY.
I CREATED A STYLE OF EASY INTIMIATE & ANECDOTAL ‘DROPS OF CONSCIOUSNESS’ – NOT LONG STATEMENTS. WHERE THEY SHARE FROM THEIR VOICE ON THE VARIOUS TO AND EXPLORING THE ‘ARTIST’S GESTURE’. THE GESTURE LEANS INTO THE MANNER IN WHICH THE ARTISTS PRESENT THESELVES. DESIGNING A LOOSE CHOREOGRAPHY OF EXPRESSION, GESTURE AND MOVMENT FOR EACH OF THE FASHION DESIGNERS - FEELING INTO THEIR INDIVIDUAL RHYTHM, SYNCING TO THEIR INSPIRATION FOR THE RANGE THEY WERE DESIGNING TO REPRESENT THE FEMALE EMPOWERMENT NARRATIVE WHICH WAS TO BE LAUNCHED AT NEW YORK FASHION WEEK. AS THE DESIGNERS WERE STILL WORKING ON THEIR RANGE, AND WE WERE NOT SHOWING THE FASHION IN THE FILMS, BUT RATHER PRESENTING THE AUTHENTICITY OF VOICE AND STYLE OF THE DESIGNERS THEMSELVES – GENTLY COOPERATING BETWEEN THE MESSAGE FROM GHAC & JAGUAR WITH AN OPPORTUITY TO AIR AND SHARE EACH DESIGERS OWN BRAND. THEREBY THE FABULAOUS DUAL & COOPERATIVE MESSAGING OF BUILDING VIA CHANGE . I CHOSE TO KEEP THE AUTHENTICITY BY KEEPING THE SET VERY SIMPLE AND HONEST. WORKING IN THE RAWNESS OF A PROCESS RATHER THAN THE POLISH OF A FINISHED END PRODUCT.