David Reviews

 Biting the hand that feeds us since 2002.

The Fableists
2 mins 05s
7 May 2014
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UK Fashion Labels

This terrific little film promoting an ethical clothing label for kids features a fearless - and skilled - young skateboarder learning his craft. As a brand, The Fableists is described in its press release as "a mix of timeless, unisex and ultra-stylish clothes... which represents a move away from mass-produced fashion manufactured under sinister conditions and laden with chemicals".

In showing Finn wearing Fableist gear we're made aware a) of its durability and b) that we all have a responsibility to children, wherever they are.

It's poignant and beautifully made, and the track Hope / Grace by Edinburgh band Delta Mainline is an apt choice. The boy executes feats that would have most of us, as parents, running to stop him; but as passive viewers we're made instead to marvel at his spatial awareness, his motor control and his balance as he sails off concrete cliffs and judges slopes.

There's something of the intensity of Aoife McArdle's promo for Open Eye Signal by Jon Hopkins, which also features a lone young skateboarder. Finn is like his younger self; and the degree of single-minded concentration and self-containment he displays is utterly commanding.

Apparently this is the first in a series of clips which documents "kids around the world - kids with a gift, kids with drive, kids with ambition, kids who have overcome adversity" and who embody the brand's rebellious yet positive attitude.

The label has come about as a collaboration among top London talent in the realms of advertising, film and design - so that the agencies involved are as much brand owners as they are suppliers. Full credit, then, to Brothers & Sisters, Great Guns, Jungle and director Olivier Venturini along with Electric Theatre Collective and indeed Finn himself for getting this project off the ground.

"World Cup Germs"

Matt said:

Funnily enough it's tenuous promotional sponsorships like this that leave a nasty taste in your mouth.



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