Ethical South African design label W35T has differentiated itself with a artisanal approach to handmade fashion. The label has all its garments produced in the country with locally created processes, all done under the watchful eye of Nicola West.
For its Fall 16 collection, W35T builds on this reputation, mixing masculine and feminine elements into designs that fit no stereotypes. But W35t hams it up even further for their new fashion film, a picturesque thing that draws heavily from retro elements softened by a pretty but quaint story line.
The film sells us the ethos of the collection by following two sisters (of course wearing the label) and their quirky back garden home, haunted by a snazzy and somewhat belligerent ghost, who amuses himself by harassing the sisters. The label’s metallic hues for the collection contrasted by the airy almost intangible fabrics of the collection, silver leggings worn over flouncing dresses, weighed down by heavy jewellery are all emblematic of the 70’s and the collection.
It’s kind of a relief to a see a fashion film like this that sells the clothes quite well but doesn’t take itself too seriously. More people should make films like this.
PHOTO CREDITS
DOP and direction: Anton du Preez
Music: Portofino, composed and performed by Raymond Scott.
W35T – A/W 16 from Anton du Preez on Vimeo.