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Love magazine and Prada collaborate on a supermodel-filled film

February 25, 2010 |  7:00 am

Love

How to move a paper magazine into the digital age? For Katie Grand, stylist and editor of Love magazine, the job requires making the pages of her fashion shoots come to life.

The editor teamed up with filmmaker James Lima (who cut his teeth in the fashion world on two short films he created for Prada), for a "motion fashion shoot" -- a cleverly edited fashion shoot set to music.

The punchy film, a souped-up, label-less advertisement for Prada's fall collection that runs just under a minute, features a hodgepodge of supermodels and social stars, including Agyness Deyn, Alessandra Ambrosio, Pixie Geldof, Dree Hemingway and Lindsey Wixson. Shot in front of a green screen, the models were asked to bring their own personalities to the project. 

"Pixie and Dree were the ones who surprised me," Lima said. "I gave them direction, like, here is a street, here is a sidewalk, even though they were in front of a green screen. And Dree said, 'I'm gonna lay in the street.' I thought, 'God, I love you.' The choices that she made were based on subtle encouragements -- she got it and then ran with it. It was fantastic."

Lima met Grand through Miuccia Prada and "started talking about the future of fashion and media and how this is a very interesting time," Lima said. "We're at this intersection that's about to change things forever. I didn't want this to be a commercial or a scene from a film or a video -- I wanted it to be something new."

Lima and Grand also contemplated "what is the possibility of the possibility and potentiality of a digital magazine? This was just a little taste of exploring that -- that's how you would explore the notion of a digital magazine."

--Emili Vesilind

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Photo: The opening scene from the new Love Prada film.

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