MUMBAI: A fashion film created by Myntra for the promotion of sportswear, featuring some of the leading global brands, has been nominated for the 10th La Jolla International Fashion Film Festival in California, to be held in July 2019.
Titled, ‘Stulkan’, which translates to, ‘The Girl’, in Icelandic, the film has been shot on-location at Iceland, by leading fashion filmmaker, Ajitesh Sharma and features collections from Nike, Adidas, Forever21, DC, and Wonder Woman. It is the second Indian film to be nominated in the world’s largest fashion film event, also known as the Cannes of Fashion Film Festivals, in its 10 years and competes with films from leading brands like, Louis Vuitton, Versace, Gurellian, Chanel, and Dior.
This fashion film is the first of its kind from any Indian company and Myntra has experimented with the idea of bringing aesthetics, storytelling and branding in the film. The objective is to make one aspire to be in sportswear, which is achieved through a subtle message of Myntra being the one stop shop for all leading sports brands in the country. Brands have conventionally promoted themselves by playing on their own powers, whereas multiple brands have been seamlessly integrated in this story, not only making it impactful, but also aspirational.
About the film:
Link: https://vimeo.com/316405354/722b3ea109
Shot at some of the most pristine locations in Iceland, the film documents the outdoor quests of an energetic young woman, dressed in modern active wear and sportswear, as she traverses across these locations. There are three different natural settings for different brands, a traditional Icelandic house with snowy mountains as backdrop, a typical Icelandic beach with a lighthouse as backdrop and an Icelandic stable with live horses in the backdrop. The film captures the essence of nature around her, evoking emotions in a very glamorous and fashionable manner.
This film was put up at the Fashion Film Festival & Awards circuit, at the beginning of 2019 and has been doing extremely well, since. Besides being invited for the La Jolla International Fashion Film Festival and nominated for International Fashion Film Awards, the film has won 3 major creative awards this year, they are, Rose Gold Award at Muse Creative Awards, Gold Award at Hermes Creative Awards and the Award of Distinction at Communicator Awards.
