A film festival spotlighting mental health challenges and opportunities in the fashion world honored a video that was filmed during our cover shoot with Juliette Binoche for Fräulein Issue 37, NEW WOKE.
ASVOFF honored Fräulein’s video featuring Juliette Binoche
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Mental health: a topic that has finally gained the attention it deserves in today’s society and is, step by step, being freed from its taboo. This is urgently needed as far more people are affected by mental health challenges than we often realize.
Mental health awareness and support are especially important in the fashion industry – an industry where there is often immense pressure on those involved. Additionally, in a world where everything revolves around beauty and attraction, difficulties are still often swept under the rug.
The renowned ASVOFF Film Festival, founded by fashion icon Diane Pernet (creative mind behind the famous blog “A Shaded View on Fashion“), has therefore introduced a new MENTAL HEALTH category in 2024. What makes us proud: among the first nominees in this category was a video produced for Fräulein, starring French actress Juliette Binoche.
Jacket JUNYA WANTANABE Sunglasses GUCCI Earrings CARTIER PANTHÈRE DE CARTIER 750 WHITE GOLD, ONYX & DIAMONDS
Shirt & skirt JEAN PAUL GAULTIER Belt ANN DEMEULEMEESTER Earrings CARTIER LIBRE POLYMORPH 750 WHITE GOLD, ONYX & DIAMONDS
In 2023, the MENTAL HEALTH IN FASHION campaign was introduced to increase awareness within the fashion industry, which involves a wide range of high-pressure roles and settings. Berlin and Paris based expert Florian Müller, a seasoned professional with deep experience in PR, management, and psychology, founded the campaign to initiate open conversations on the issue.
With a commitment to fashion, sustainability, and mental health education, Müller now curated the new MENTAL HEALTH IN FASHION category of ASVOFF (A Shaded View on Fashion Film). Supported by a jury of experts from the fields of fashion, art and mental health (including Fräulein Senior Editor Dao Tran and contributor Alexandra Bondi de Antoni), Müller selected the nominees showcasing the intersection of these themes.
Among the selections was a fashion film created for Fräulein Issue 37 NEW WOKE. It was shot during our cover shoot with the French film legend Juliette Binoche.
Dress JEAN PAUL GAULTIER
Look BALENCIAGA
From November 7 to 10, all the nominees were presented to the public as part of the film festival at Dover Street Market in Paris. In addition to the Mental Health category, there were also sections like BLACK SPECTRUM, AI GENERATED FILMS, CHINESE FASHION FILMS, THE QUEER ARCHIVE and many more.
As the team behind Fräulein, we feel honored that our film received attention and was able to contribute to a topic that should continue to gain focus.