“On the weekend of July 29th-30th, I immersed myself in what had to be the screening of the nation’s best short fashion films, featuring the latest collections from various fashion houses. This weekend-long event of screenings, after-parties and seminars was La Jolla Fashion Film Fest and was held at various venues along La Jolla’s pristine coastline. LJFFF was founded by Fred Sweet and this year marked the festival’s second running. I only attending the opening night’s festivities at MOCA (San Diego), but in that one night, I met awesome and very fashionable people and watched short films made by very talented directors.”