BEHIND THE SCENES
WELCOME TO REEL.
REEL is a new fashion brand that aims to translate the passion of filmmaking into the medium of clothes.
REEL is a small independent company that takes a firm anti–fast fashion approach.
Every piece is made to order, meaning we only begin production once an item has been purchased.
This slower process ensures we operate sustainably and avoid unnecessary waste.
REEL clothes are named after different directors, each expressing the complexity and richness of film. We created individual trailers for each product in the style of the director it's named after.
Read about the process below.
Stanley is notorious for demanding multiple takes from his crew; choosing to name the clapperboard after him (as it is a sound that the crew on set would have been tired of hearing). Referencing this in the trailer with an exasperated model being berated by the offscreen director. However in the model challenges the abuse and decides to leave set, making her mark and leaving a huge reference to Stanley 'REDRUM' behind.
Chloé work has beautiful scenic shots. Chloé creates natural and simple depictions by having such natural environments. We wanted her product to reflect this choice and therefore it has the most minimalistic style, allowing the wearer to create their own story from it.
I am a huge fan of experimental and non linear editing. 'Jessica' unconventional design was named to match the unconventional editing of her work. I am in love with her work creating an almost dreamlike storytelling. The black and white trailer and the non English crisp softly spoken dialogue references her work.
Wes has a very distinctive style and I chose to reflect it with tracking shots, strong colours and long pauses between characters. Stop-motion is an act of dedication and patience, handcrafting sets and slowly animating minute movements. Wes is no stranger to using this style and I wanted to present the different mediums that film has to offer; the trailer is depicted in claymation.
REEL aims to foster a creative community by offering discounts and exposure for individuals/teams who make adverts for our business.
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