“ Over the weekend I was lucky enough to attend the inaugural La Jolla Fashion Film Festival, where the fashion short film genre enjoyed rapt attention as creations by fashion heavy-weights like Karl Lagerfeld, Erin Fetherston, Christian Louboutin, and Erin Von Unwerth made their way across the screen. The first fashion film festival in America […] We’ve seen a real trend toward fashion films in the last few years, in feature length documentaries like The September Issue, The Last Emperor and in hybrid film advertisements like Prada’s “Perfect Thunder, Perfect Mind.” When Fred Sweet, CEO of San Diego Model Management, was looking to establish a recurring fashion event in San Diego – the short fashion film became the anchor, La Jolla, with it’s crashing waves, boutique hotels, shops and fine cuisine became the backdrop. With both experimental, narrative, and branded marketing films represented and La Jolla’s posh beach atmosphere, there is ample opportunity for this event to expand and command an even stronger presence locally and internationally in future iterations. Fred Sweet respects all forms of digital media and has been a big proponent of fashion blogging for years. It would be my recommendation for fashion bloggers and journalists to pencil in LJFFF for 2011, set for August 5th and 6th. It is going to be worth it! LJFFF is on Twitter and Facebook.”