THE ROMANTICS: THE CONVERGENCE OF FILM & FASHION


FROM THE ASSOCIATED PRESS

Clothes are a key part of weddings — and, it turns out, the marriage of art and commerce.

Katie Holmes, Anna Paquin, Elijah Wood, Josh Duhamel and Malin Akerman are among the well dressed stars of the upcoming film THE ROMANTICS, which is all about friends reuniting for a wedding with a few wounds still not healed.

Here, fashion isn’t just playing a supporting role — it’s a key marketing partner for the film.

The cast, which also includes Adam Brody, Rebecca Lawrence and Jeremy Strong, got together recently for a photo shoot for J.Crew and changed in and out of several outfits over the course of several hours for the retailer’s fall catalogue and the brand’s website.

Katie Holmes was turned out in black sequined harem pants paired with a chambray button down shirt, a combination she likes. There was also a brown cocktail frock and a champagne coloured 1920s style beaded dress. The latter was her favourite.

The vast studio in Chelsea marked a new sort of crossroads for fashion and film. THE ROMANTICS and J.Crew don’t just dabble in product placement — although some of the costumes were indeed J.Crew. The retailer is serving as a bona fide marketing partner, including covering the costs associated with the shoot.

In the film, the characters largely are introduced through their wardrobe: the flirty girl in a studded mini; the pensive but elusive one wearing things dark and demure; the bride obviously in white, even for the rehearsal dinner as if to say, “Remember, I’m still the bride.”

The guys are in untucked shirts with suits and ties, not truly ready to part with their youthful ways.

“Because the story is about a group of 20 something year olds and before they’ve really become adults, clothes are a huge part of defining their identity,” said director Galt Niederhoffer.

“Clothes are a personal statement. They can break people visually into introverts, extroverts, romantics, geeks.”

The looks were a mash up of J.Crew’s classic pieces, bridal styles and the new upscale 769 Collection.

Ms. Niederhoffer, on this day in head to toe Madewell, another J.Crew brand, doesn’t shy away from the art and commerce connection. She thinks it might be what keeps small filmmakers going.

“This partnership was a strategic, innovative way to promote our movie with the audience we wanted to reach. This seemed graceful – and having come from the indy film world, this seemed really natural and obvious.”

“Necessity is the mother of innovation.”

Katie Holmes was on board from the start, recognizing that this was a way to get the movie for which she serves as an executive producer in front of audiences. She’s the one who rallied the others to reunite — including getting Adam Brody on a red eye from Los Angeles and a return flight not even 12 hours later — and she’s the one who stayed until the bitter end taking personal snapshots with the makeup artists, stylists and lighting people.

“I feel like when we met with Katie the day before and she tried on the clothes, she was excited. And we were excited because she knew how to take the clothes and make them fun,” commented Tom Mora, J.Crew’s head of design for wedding and cocktail.

“Anyone can throw on a dress but it’s the slightly quirky attitude that lets you experience something different with your clothes.”

Josh Duhamel came away from both the movie and photo shoot a fan of sand coloured ties with tonal tan suits.

“Clothes have to do with character. Your clothes don’t have to be cool. They just have to say something about your character.”

He added that that applies to real life, too.

Katie Holmes, meanwhile, said that she likes using clothes to convey mood. She then took off her heels and walked out of the studio in a plain white tank top and jeans.

2 Responses to “THE ROMANTICS: THE CONVERGENCE OF FILM & FASHION”

  1. Clothes are a personal statement. They can break people visually into introverts, extroverts, romantics, geeks.

    really but clothing is used much more to go against (personal/personality) type. or people just doing whatever because it appeals to them that day/or that it’s cool.

    i don’t know if the four types breakdown really stands/holds as much.

    i think my clothes say i don’t know how to dress myself. that or wash me… 😉

    i don’t even think i have a personal style. maybe my clothes say that.i’m such a poseur and i’m so confused. and i’m not realy uh anything. anything marketable.

    anything that’s out there…

    and i don’t know if my supposed look is out there. supposedly it’s out there…

    guess i’m not really anything guess i’ll hodge podge something but seeing i am a kid that supposedly to the media/fashion/music doesn’t count.slips between every damn crack ever. there’s no other way.

    it’s not a kid like me ever existed to do anything/anyway.

    you’ve got a heroes heart/but play a losers game

  2. Well…

    I think that particular breakdown (introverts, extroverts, romantics, geeks) contains some basic general examples. It probably plays into thre personality types and characters in the movie THE ROMANTICS.

    But there could be a million more right off the top of my head: sophisticated, sexy, trendy, artsy, bohemian etc.

    I think my clothes say I don’t know how to dress myself. That or wash me…

    You are wickedly funny today, glim. I mean, you always have a sparkling and vivid sense of humour. That’s one of the greatest traits that you possess. But for some reason today you’re just hitting the heights right, left and centre.

    All I can say is: Thank God you’re here, my lil southern sweetheart. I don’t know what the hell I’d do without you.

    I think you’re much more stylistically knowledgeable than you give yourself credit for. We’ve been friends a long time and I think you’ve developed a substantial knowledge base.

    Anyway…

    Go to ebay and buy a little confidence. You’re all ready perfection. But all that swagger will do wonders for you.

    Trust me. Would I steer you wrong…?

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