Lecture One: Hollywood and Consumption

Professor Pamela Church Gibson gave an inspiring introduction to Film and Fashion which made me eager to get back home to look up some of the more contemporary fashion films she had mentioned. In her introduction she spoke of how in the early days of fashion films the designers fought to get their designs on film and seen by consumers as Bruzzi states, what 'Hollywood wears one day, you will wear tomorrow'  producing many imitations and ultimately having a large impact on contemporary fashion trends. I think the positive and extensive response from fashion in film can be largely attributed to the fact that the garments are presented on movie stars that appear perfect in their carefully thought out roles, are idolised, styled and most importantly are beautiful delivering to responders mental snapshots that dictate to consumers the way they relate in buying and wearing their own clothing. 

This is highly evident in Howard Hawks, 'Gentlemen prefer Blondes' in which the two protagonists played by Marilyn Monroe and Jane Russell appear immaculately dressed. 

http://www.filmhash.com/main/2011/12/1/marilyn-monroe-week-gentlemen-prefer-blondes.html

 In a more contemporary context, movies indeed set trends that become viral even more so though the internet. When typing in a simple ‘Google’ search of ‘Sex and the city fashion’ I am whisked to a college fashion site -  http://www.collegefashion.net/fashion-tips/inspired-by-sex-and-the-city-movie/&gt - that looks at specific scenes from movies and literally hunts for similar styles on sites and in stores to show consumers exactly how and where to get the look complete with shoes and hats. I have realised the great potential a film has in selling product regardless of how little it has been screened and whats most important is the first feeling one gains when exposed to fashion on screen. I know when the house comes crashing down at the end of ‘Mr and Mrs Smith’ It’s not the shock of the explosion, the burning debris or Brad Pitt that gains my attention by how amazing Angelina Jolie looks in those red ‘Hunter’ boots and how maybe, just maybe I could look as good.

http://www.zimbio.com/Angelina+Jolie/articles/2557/Angelina+Jolie+red+boots+Mr+Mrs+Smith

By the way, they’re $165 from Styletread.com.au