A new initiative that combines a fusion of fashion and film will launch as part of London Fashion Week.

FASH/ON FILM aims to support and develop relationships between fashion designers and film-makers in recognition of the importance of creative production to the industry.

British fashion retailer River Island, the scheme's sponsor, will produce a short film showcasing its new Design Forum collection created by Royal College of Art graduate Julian J Smith.

It will premiere at the first British Fashion Council (BFC) Fash/On Film festival and is due to become a regular feature of London Fashion Week.

The Fash/On Film initiative sees the launch of its first nationwide search for emerging film-making talent, inviting up-and-coming creatives to submit ideas in response to a brief set by a leading British designer.

One film-maker will be selected to receive professional support and mentoring throughout the production process and the winning entry will be shown at London Fashion Week in September.

Caroline Rush, CEO of BFC, said the scheme was a great opportunity to support and develop the profile of young fashion designers while encouraging rising stars of film-making. "We look forward to having the chance to create a recognised showcase for incredible emerging British fashion film talent, supporting our global reputation for innovation and creativity."

Farida Kaikobad, brand director River Island, said she was excited to preview their first collaboration with BFC at London Fashion Week. "We've loved working with Julian and are excited to be using film to showcase his collection. It's a new and innovative medium, which we believe our customers will love watching."

As part of the new initiative, there will be a special screening of The Eye Has to Travel, a documentary about the legendary Vogue editor Diana Vreeland. Author and director Lisa Immordino Vreeland will be at the London premiere of the film about her grandmother-in-law and participate in a Q&A session with the audience.

The screening takes place on 18 February at The May Fair Hotel.

For further details, see: www.britishfashioncouncil.com/fashionfilm

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