Attraction – by Michael Rodrigues
A tasty experience of desire and yearning – which is how to shoot a perfect fashion film
0 – 5 | 2018 | Campaign | Fashion | Live-Action | South Africa
Attraction is the fashion film directed by South African filmmaker Michael Rodrigues for And Advertising Agency. Featuring jackets by The Unrest and swimwear by Summer Heart, the short explores the unspoken desires of two women before venturing into a hypnotic realm. There is no vampirism of the brands on the film. Attraction is instead an erotic and tasty experience of longing and yearning.
Models Megan Frandsen and Anita Jansen are functions of desire as “they are overwhelmed by their feelings, communicating a moment so fleeting that it feels irreverent.” Fashion film is also this – a strong focus on photography, editing, music (70’s psychedelic rock’n’roll provided by The Tazers), and aesthetics far from purely commercial purposes. A bit contemporary fairy tale, a bit spring break, Attraction tells about fashion by enlarging our vision of the world and of the contemporaneity: the new feminism, the overcoming of concepts like gender and race, and the new ways of communicating.
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