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Film-focused Imagine Fashion website launches

February 15, 2011 | 10:27 am

Imagine Fashion, a new website that spotlights fashion, beauty, art and commerce through film, officially launched Tuesday morning -- and last night its founders celebrated with a party at Bar Basque in New York.

The site, which was designed as a monthly publication, uses the medium of film to, ultimately, sell things. But the driving concept is that the films on the site will be so art-house cool, you won't even know you're being propositioned. 

Imagine Fashion plans to tap edgy, stylish talent to create its content and already names electroclash musician Casey Spooner, filmmaker Zach Gold, stylish Patti Wilson and fashion journalist Godfrey Deeny among its contributors. (Deeny's prose can be inspiring, if a bit unweildy; a sample opening sentence: "It was luxury’s quiet but deadly culling of the ranks. With the whittling down-size of companies, houses and brands went the quiet ejection of a phalanx of executives, designers, and influence makers.")

Although there are a number of featurettes already posted, the site is scheduled to launch with a short fashion feature, "A Letter," directed by Francesco Carrozzini, featuring "It" girls Elisa Sednaoui, Paz de la Huerta, Poppy Delevigne and Zoe le Ber. But as of recently, we have only glimpsed the trailer.

Still, it's looking decidedly cool and noir. We can't wait to see the entire package.

--Emili Vesilind

Film clip: "String Theory" by Zach Gold. Credit: Imagine Fashion