Laformela Reimagines Space and Style for MAINLINE 24 Collection

Jaroslav Moravec, in collaboration with Stink Films Prague and cinematographer Tomáš Kotas, co-directs Laformela's pioneering fashion film for their MAINLINE 24 collection. Premiering on September 19th at Symbols, a concept space curated by Francesca Kolowrat, the film set a new standard in Czech fashion by blending blue screen technology with cutting-edge 3D post-production by SorryWeCan. 

In the film, sole model Luisa Wissflog embarks on a metaphysical journey through stark, geometric spaces, exploring themes of timelessness and the fluidity of space and time. Jara explains, “The walk of a single character symbolises a journey through infinite space, creating a sense of something beyond human." 

The project was also notable for its innovative use of AI in character keying, which was central to creating a seamless interaction between the real and virtual worlds. This technique enhanced the film’s otherworldly atmosphere, allowing the digital realm to interact with the collection’s designs without overshadowing them. 

Tomáš, co-director and primary cameraman, noted, "Lighting a world that doesn't exist was a challenge. We had to create an atmosphere that felt real while deceiving the viewer into believing in an entirely fabricated environment." 

Art director Jan Grombiřík emphasised the project’s success in balancing simplicity with creative freedom, stating that the minimalist approach allowed the collection to shine. The clean, rectangular spaces provided a blank canvas that elevated Laformela’s narrative through visual storytelling. Francesca Kolowrat, whose partnership with Laformela has been integral since 2022, expressed her ongoing commitment to fostering the brand's growth and innovation. 

Looking forward, Laformela plans to leverage the film to expand its reach to international retailers and showcase their vision on various digital platforms, with their new collection, Mainline 25, set to debut in November.