Between Two Fires: Imagine Fashion Bridges Fashion Editorial and Film

Welding together art, fashion, music, and commerce, Imagine Fashion (iF) has a clear goal: to revolutionize the online shopping experience by presenting it through a unique platform. Similar to magazine editorials, iF directors Dusan Reljin and Hilde Reljin have developed a film that ignites with visceral appeal while still addressing all of our fashion needs.

This screenshot taken from the film features a pink Jil Sander dress paired with a Chanel tulle skirt.

The film Matchstick Girl, which premiered April 14 at the SoHo House for a private screening, is a dark, ethereal interpretation of Hans Christian Anderson’s “The Little Match Girl” that follows Swedish model Siri Tollerød as she journeys through three mesmerizing chapters of her imagination. Styled in Chanel, Jil Sander, Celine, Comme des Garçons, and VPL, Tollerød sets the traditional fashion spread into motion.

iF also provides users with details on beauty products including the make-up brands Bobbi Brown, Lancome, and Mac, which are featured here.

By simply hovering the mouse over the moving images, shoppers are able to see all the brands used in creating the look. And with one click, iF directs users with relevant shopping information such as prices, stores, and even a 360 view of the clothing! After all, as iF Editor-in-chief Amber Gordon reminded the audience during the panel, fashion is ultimately a business!

Director Dusan Reljin, Creative Director Daniel Kim, Editor in Chief Amber Gordon, Director Hilde Reljin, & Composer Oran Etkin

To experience the shoppable film, check out Imagine Fashion.

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