Maybe they have to be crazy

MANILA, Philippines - One of the things that Super Starlet is really excited about is the coming of a new era. Transition is always a wonderful and inevitable process that you and Super Starlet experience every time an entire decade ends and a new one begins. Well, technically, 2010 is the end of a decade, but it’s been exactly 10 years since the millennium was celebrated so don’t complain. New technologies, new fads, and new lifestyles will emerge to coexist in the changing of the times.

The last 10 years have seen the rise of the Internet — a fundamental tool for Super Starlet’s social networking, endorsing of Starlet’s advocacies and causes, and, of course, Super Starlet’s blatant self-promotion. News of fashion and pop culture became easier to search — just a few clicks and Super Starlet finds herself hungry for next season’s biggest trends while the current season has barely started. Reality shows and movies have also become vehicles for the fashion industry to share and exploit their inner workings. Given all that, what would be the next step in presenting the mood, feel and the trends of designers, when the manner and medium of presenting fashion has become a fashion itself?

THE FASHION VIDEO

Still in its infancy, fashion videos seem to be poised in taking its position as a vital tool in promoting brands, labels, and designers. Of course, magazines have already been using online videos to promote their editorials, but the printed photos were still the prime focus and the videos — which featured outtakes — a supporting supplement.

This year, Super Starlet’s favorite tito, photographer Steven Meisel, used digital video to shoot Calvin Klein’s Spring 2009 campaign and blew up stills from the TV ad for print usage. The racy TV ad — which featured models in a ménage-a-trois — eventually got banned from most television channels, and instead ran in the label’s website. The result, Super Starlet dare say, is what may become the future of fashion advertising — the still images became the teasers for a video campaign that unfolded online. And, with the advancement in technology, a 360-degree ad campaign can now be done using HD video cameras that produce stills that are as clear and crisp as a photo.

THE FUTURE OF FASHION

The production of fashion videos is still a sub-genre of pop culture underdeveloped, but it’s a craft — the new playground — that Super Starlet sees will be the future of presenting fashion.

So now, without further ado, Super Starlet would like to present to you, Supreme’s very first fashion pop editorial video, a collaboration among photographer/stylist DJ Jujiin Samonte, stylist/writer Shahani Gania, and stylist/designer RCXY Bautista, and stars/ models Grendel Alvarado, Krystalle Espiritu, Earl Espiritu and Xtina Superstar (featuring designs by Gian Romano, Tina Daniac, Mono, Geof Gonzales, Mike Lavarez and Rajo Laurel). The video can be located in YouTube by typing in the title, Maybe They Have To Be Crazy.