<\/p>\n
\n\tBerlin indie fashion magazine Achtung is climbing aboard the bandwagon for adding a fashion film, or two, to accompany one\u2019s latest releases.<\/p>\n
\n\tThis weekend, the magazine \u2014 one of Germany\u2019s longest-running alternative publications \u2014 is holding a special cocktail party and dinner at central Berlin boutique hotel Ch\u00e2teau Royal. Two short films to accompany the magazine\u2019s 50th issue will be screened continuously in one of the hotel rooms, after which they will be available on social media.<\/p>\n
\n\t\u201cWe wanted to bring the magazine to explore the next frontiers in media \u2014 that\u2019s clearly the moving image,\u201d Achtung founder Markus Ebner told WWD.<\/p>\n
\n\tEbner said he was inspired by recent work with moving images in the fashion world \u2014 for instance, \u201cThe Tiger\u201d film for Gucci, under creative director Demna \u2014 and wanted to go beyond just \u201cmodels dancing, laughing or posing.\u201d<\/p>\n
\n\tOne of the Achtung short films, the 10-minute-long \u201cCome as You Are,\u201d follows three hip young Germans getting ready for a party in Paris and grappling with that all-too-common dilemma, trying to decide what would be the right thing to wear.<\/p>\n
\n\tAchtung\u2019s other shorter film sees various characters \u2014 guests in a pillow fight, apparently disgruntled intellectuals and a sugar mummy with her two younger lovers \u2014 posing in a \u201clove hotel.\u201d Stills from both films feature in the magazine, which was on German newsstands mid-November, as fashion editorials.<\/p>\n
\n\tEbner said there were some similarities between his role as Achtung\u2019s editor in chief and that of a film director. \u201cThere\u2019s the casting, there\u2019s the writing, and you choose the director of photography and the locations. There are a lot of decisions to be made,\u201d he explained. \u201cAnd that was fun because it felt like you were learning something new, you were flexing a different muscle.\u201d<\/p>\n
\n\tThe hard part actually came afterward, he said, with the editing. But this was mainly due to having to cut the short films for various different media. They had to stand on their own, Ebner said, but also be practical for a faster-paced medium like TikTok. \u201cI think that was really the biggest challenge,\u201d he noted.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
Berlin indie fashion magazine Achtung is climbing aboard the bandwagon for adding a fashion film, or two, to accompany one\u2019s latest releases. This weekend, the magazine \u2014 one of Germany\u2019s longest-running alternative publications \u2014 is holding a special cocktail party and dinner at central Berlin boutique hotel Ch\u00e2teau Royal. Two short films to accompany the magazine\u2019s 50th issue will be screened continuously in one of the hotel rooms, after which they will be available on social media. \u201cWe wanted to bring the magazine to explore the next frontiers in media \u2014 that\u2019s clearly the moving image,\u201d Achtung founder Markus Ebner told WWD. Ebner said he was inspired by recent work with moving images in the fashion world \u2014 for instance, \u201cThe Tiger\u201d film for Gucci, under creative director Demna \u2014 and wanted to go beyond just \u201cmodels dancing, laughing or posing.\u201d One of the Achtung short films, the 10-minute-long \u201cCome as You Are,\u201d follows three hip young Germans getting ready for a party in Paris and grappling with that all-too-common dilemma, trying to decide what would be the right thing to wear. Achtung\u2019s other shorter film sees various characters \u2014 guests in a pillow fight, apparently disgruntled intellectuals and a sugar mummy with her two younger lovers \u2014 posing in a \u201clove hotel.\u201d Stills from both films feature in the magazine, which was on German newsstands mid-November, as fashion editorials. Ebner said there were some similarities between his role as Achtung\u2019s editor in chief and that of a film director. \u201cThere\u2019s the casting, there\u2019s the writing, and you choose the director of photography and the locations. There are a lot of decisions to be made,\u201d he explained. \u201cAnd that was fun because it felt like you were learning something new, you were flexing a different muscle.\u201d The hard part actually came afterward, he said, with the editing. But this was mainly due to having to cut the short films for various different media. They had to stand on their own, Ebner said, but als…<\/p>\n","protected":false},"author":1,"featured_media":9639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/9638"}],"collection":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9638"}],"version-history":[{"count":0,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/9638\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/media\/9639"}],"wp:attachment":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9638"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=9638"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=9638"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}