|One of Jame Small's colourful creations|
|Actress Jamie Winstone|
|James Small's printed shirts|
Hey VFS followers!
We've got some fashion film news today!
James Small Menswear gets hot & wet with new fashion film ‘Wash’ starring Jaime Winstone and the new Vauxhall Astra GTC – the film has been directed by Konstantinos Menelaou (producer at large and art director of A Shaded View On Fashion Film Festival by Diane Pernet). Wash showcases James’ SS2012 collection and announces Vauxhall Motor’s patronage of the innovative British menswear designer as part of its support of Vauxhall Fashion Scout.
Vauxhall Motors has loaned James Small one of the first exclusive Astra GTC’s and collaborated on a moving image showcase to highlight his collection. Further support will take the form of sponsoring James’ show and after party on Wednesday 21st September. James Small Menswear will show as part of Menswear day at Vauxhall Fashion Scout held at Freemasons Hall in Covent Garden.
The film tells the story of a strong, beautiful and stylish woman who spends her summer days driving from carwash to carwash to look at men wash her car. She alludes power, style and is in control of her surroundings. After confirming her authority, she signals the start of the carwash by removing a boom box out of the boot of her car and hitting the play button. The men proceed to wash her car for her to view, interacting with them with the same unaffected composure. As soon as the music stops, it signals the end of the carwash and she gets into the car drives off to find the next carwash, leaving the men waiting.
Commenting on the creation of ‘Wash’ Konstantinos Menelaou stated; “We wanted to subvert the male dominated fantasy of the carwash as it traditionally portrays an object of male power (the car) being cleaned by an object of male desire (the girl). In this case we reverse the roles and we give the power to the woman”.
The female lead in the short is played by British Actress Jaime Winstone who James Small cast. James comments “Jaime is a great friend and we needed someone that could fit with the slick and powerful look of the Astra GTC and make it work in the context of subverting male fantasy”.
James Small went onto comment; “The SS12 collection is all about forward thinking and its great that Vauxhall Motors let me work in such a dynamic way with the Vauxhall Astra GTC. I cast the Vauxhall Astra GTC as its sleek design fitted the collection – which is all about looking back to my days in art college when we were allowed to freely express creativity and find our own personal style. I have streamlined the collection into a sleek and romantic vision incorporating the James Small trademark silk shirts and use of floral. Wash reflects this”.
Music for the short has been provided by East End artist, Actually Huizenga.
To view Vauxhall Motors presents ‘James Small SS12 Wash’ click here
You can also watch the behind the scenes video here