Conceived in collaboration with breakthrough British menswear designer James Long, this fantastical vision from Menno Fokma marks the launch of the SS15 Design Forum collection from River Island.
Blending mythological elements with a contemporary urban vibe, Menno draws together a selection of rising new faces for an abstract ritual that occurs outside the boundaries of space and time. The forces of nature rise to empower a new leader who is reborn within an alternative reality.
Launched by the British Fashion Council at London Collections: Men, the film features Gryphon O’Shea, Joe Collier, Harvey James, Thorben Gartner, Anthony Gilardot and Mattew Bell courtesy of Select, Elite Models, AMCK, D1 and FM London.
Watch it here:
How did the collection drive your inspiration for the film?
The main trigger came from the references of the designer. With that in mind I was searching for a ritual, a strange event that was held by a group of boys. The outcome of it would pick one of the boys to undergo a journey and become the new leader of the group. I wanted to create a sense of suspense in which you feel the boys are connected but this ‘election’ moment is important for them on an individual level.
Shooting in The Barbican was the idea at first but I quickly decided that it wouldn’t be ideal for the scenario I had in mind. I preferred to shoot outside in a place that felt was meant to be for that election, a sort of modern day temple. As it wasn’t easy to find something suitable we decided to create it in post but still referencing real world architectural elements. As the clothing has a street style aesthetic to it the environment needed to blend with that as well. I didn’t want the environment to be too vibrant or decorated as the collection is already so bold and layered.
River Island x James Long (Pre-Visualisation/Animatic)
DIRECTOR Menno Fokma
EXEC.PRODUCER Stephen Whelan
PRODUCTION COMPANY White Lodge
PRODUCER Tiernan Hanby
DOP Borja Lopez Diaz
CLIENT River Island
FASHION DESIGNER James Long
1ST ASSISTANT DIRECTOR Julian Richards
GAFFER James Knight
CONSTRUCTION Tim Darwin
STYLIST Luke Day
MAKE UP Lotten
HAIR Joe Mills
TECHNICAL DIRECTOR Johnny Han
EDITOR Sam Jones @ Cut & Run
VFX Happy Finish (Johnny Han, Anton Toomere, Alex Prod’homme)
MUSIC AGENCY Wake The Town
SOUNDDESIGN & MIX Paul Sumpter @ The Futz Butler
MODELS Gryphon O’Shea, Joe Collier, James Harvey, Matthew Bell, Anthony Gilardot & Thorben Gartner