Labels opt for film showcase

Lonely Heart's winter range is based around a 'group of Catholic schoolgirls taken in by a cult of Russian cave-dwellers'. Photo / Supplied

Traditional runway shows may be typical at NZ Fashion Week but two local labels have turned to film for this year's presentations.

Nom.d will present a seven-minute film directed by costume designer and film director Kirsty Cameron at SkyCity Theatre this morning, and Lonely Hearts held a screening of their film on Monday night.

Directed by Tim Van Dammen, it showcased the winter range called What Is Your Damage?, which Lonely Hearts' Steve Ferguson explains is based around a "group of Catholic schoolgirls taken in by a cult of Russian cave-dwellers".

It is one of their best yet, featuring plaid prints, blazers, polka dot prints and possum fur jackets.

The eerie, almost dream-like short was filmed at North Head in Devonport. Ferguson says it "captures our cave-dweller cult during their cleansing and enlightening ritual".

While the cynical reaction to the influx of films is that it's cheaper than doing a show, Ferguson says the Lonely Hearts team's ideas "couldn't possibly be replicated in a catwalk show format".

You can watch the film at www.myhartboutique.blogspot.com.