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La Jolla Fashion Film Festival Starts Rolling Tonight

Only in its third year, the La Jolla Fashion Film Festival is already being recognized as one of the world’s largest gatherings of fashion filmmakers.

Love fashion? Love filmmaking? Then you’ll love this weekend in La Jolla. The 3rd annual La Jolla Fashion Film Festival (LJFFF), which is the first international fashion film festival to ever take place in the United States, kicks off at 4:30 p.m. at the .

The glamorous event celebrates the emerging fashion film genre and draws together dozens of the world’s leading fashion film professionals, directors and fashionistas for a three-day showcasing of the industry’s latest trends.

This year’s event has drawn more than 30 directors and filmmakers. Some of the most notable industry leaders who will be screening at the event include, Karl Lagerfeld, a global icon in the fashion world who has worked with the likes of Fendi and Chanel; Bruce Weber, an internationally acclaimed photographer and filmmaker who has directed commercials for the world’s top brands including Vera Wang, Dior Homme and Calvin Klein; and Indrani Pal-Chaudhuri, a celebrity photographer who is a leader in the fashion film industry and was the first to screen fashion films live at “The Big Screen Plaza” in Manhattan.

Unlike other film festivals, LJFFF focuses on the film short. All submissions to the festival were required to be only 1 to 15 minutes in length. The films are used to highlight emerging trends, send a message about the fashion industry, and even introduce new collections. Other highlights of LJFFF include exclusive director and producer panels and, of course, glamorous after parties where many of fashion’s most notable names will be mingling.

In addition to attracting hundreds of participants and attendees, this year’s festival has garnered unprecedented support from the professional world. RED Camera, one of the premier digital cinematography companies in the world, has committed to awarding a $40,000 Red Epic camera to the festival’s winner of Best Picture.

“To have a Hollywood legend like Jarred Land, President of Red Camera, make a commitment like this shows the worldwide fashion film industry is coming into its own,” festival producer Fred Sweet said. “We couldn’t be more honored than to be associated with the movie industry’s preeminent camera provider.”

Other awards being doled out at LJFFF include best picture, best director, best fashion, best music, best cinematography, best creative concept, best special effects and best hair & makeup.

Want to attend this Mecca of fashion film? Tickets are still available online. An all access pass to the three-day event is $200, while tickets for individual screening events on Friday, Saturday or Sunday are $75. Each night consists of about 20 short films, which will be screened in the main theater at MCASD La Jolla.

Here’s a rundown of some of the most anticipated events of the festival:

Thursday, July 26 at 8 p.m.: The LJFFF film screening beginnings, with the presentation of more than 20 short films, followed by an opening night after party at .

Friday, July 27 at 3 p.m.: An informative seminar for pitching short films. Here from industry leaders about the best tips for getting your short film on the map. Amateurs and professionals are welcome.

Friday, July 27 at 4 p.m.: Top industry directors including Marcus K. Jones, Indrani Pal-Chaudhuri and Luci Finotti will discuss all aspects of fashion film creation.

Saturday, July 28 at 3 p.m.: An exclusive producers panel featuring Matthew Tucker of Partizan Worldwide, Joe Lombardo of ETC Creative and Peter Isacksen from Content & Company. The trio will discuss how the directing business works, what makes them tick, and what they see in the future of directing.

For a complete listing of LJFFF events, visit the event schedule page of their website. You can also view the trailer for the event here.

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