MONICA MENEZ : Fashion film ‘Business as Usual’ whisks us away to the Willems Beauty Palace, cleans up at three film festivals, receives a feature in VOGUE ITALIA, plus Monica opens the pop-up store ‘The Ironic View’ in Stuttgart
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
With her work, Fashion Photographer and Director MONICA MENEZ thrills juries and audiences alike at film festivals. Plenty of humor, a pinch of eroticism and unusual protagonists in aesthetic sets with perfect beauty lighting are the ingredients with which she realizes advertising campaigns, fashion editorials and films. In ‘Business as Usual’, Monica whisks us away to a beauty salon in four episodes. She was inspired by the surreal humor of Jacques Tati. The film was created in cooperation with WILLEMS EYEWEAR, and the models came once again from GoSee member BRODYBOOKINGS.
‘Business as Usual’ has won the following awards: ASVOFF 2020 ‘Best Beauty’, Buenos Aires International Fashion Film Festival 2020 ‘Best Performance’ and Barcelona Fashion Film Festival ‘Best Art Direction’. The film is described as follows: “Business as Usual is the latest fashion film by award-winning director and photographer Monica Menez in collaboration with Willems Eyewear. Composed of four episodes, we venture into the behind-the-scenes of Willems Beauty Palace, a high-end and very exclusive beauty salon. In line with Menez’ quirky, yet flawless aesthetic, Business as Usual is inspired by the works of Jacques Tati and channels his subtle, surreal humor. Currently being showcased across the international film festival circuit, the fashion film has already won Best Beauty at A Shaded View on Fashion Film and Best Performance at Buenos Aires International Fashion Film Festival, and was part of the London Fashion Film Festival official selection.”
One introduction was written by GoSee Video Curator NICCOLÒ MONTANARI for VOGUE ITALIA. In 'Fashion Film: Business as Usual di Monica Menez', the smart fashion film expert presents the project as follows: “Fashion films are an extraordinary tool to distract us in these times of the coronavirus. Particularly when they are as aesthetically beautiful as Business as Usual, the newest fashion film by Director and Photographer Monica Menez in cooperation with the brand Willems Eyewear… Menez and Willems Eyewear began collaborating in 2011 when the brand gave her complete creative freedom for their new advertising campaign. Menez suggested making a fashion film, which is how their first mutual video project Precious came about.” Since then, Menez has been creating fashion films which attract international attention.
Plus, Monica Menez is taking the reins from 23 November through 5 December at the pop-up store for the exhibition‘Fashion?! What makes fashion what it is?’. While the exhibition itself is affected by the current closing of cultural institutions, the store rented by the State Museum Württemberg in Stuttgart’s Calwer Straße 42-44 is still open. With the title ‘The Ironic View’, Monica presents her films and photo works and also stages visitors photographically. With ‘The Ironic View’, Monica Menez has created her very own creative playground, where film production, storytelling and creative direction are all at home.
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