We take a sneak peak at Christopher Shannon’s SS16 fashion film ahead of tomorrow’s River Island X Rollacoaster X BFC event.

In a collaboration between River Island and British Fashion Council, The Fashion Film Initiative supports and showcases the cream of the crop of new UK-based designers and film makers. The partnership showcases and funds some of the most promising creatives blossoming under the fashion film umbrella, while supporting the use of film as the new digital medium to communicate fashion.

Mentoring such creatives – as well as aiding all important industry relationships – is at the core of the collaboration, as well as promoting and stimulating the growth of new designers and brands.Using key industry events to premiere chosen talent, the partnership encourages their exposure by hosting exclusive screenings at London Fashion Week and London Collections: Men with the aim to cement London at the centre of the digital revolution.

To celebrate the power and aptitude of fashion film, River Island, the British Fashion Council and Rollacoaster magazine will be hosting screenings of SS16 fashion films by Christopher Shannon, Mr Hare and Private White V.C. at this season’s London Collection: Men. Watch the teaser for Christopher Shannon’s SS16 fashion film below:

Director: James Beale

Producer: Giles Skillicorn @ Blink Productions

Executive Producer: Stephen Whelan @ White Lodge

Models: Jester & Conor @ Select, Darwin @ Storm

Music: Flove by Leslie Winer (aka ©) from the LP Witch