Tribute to Diana Pernet
Photographer: Livia Alcalde
Styling: Pablo Patanè
Assistant Photographer: Fabio Bozzetti
MUA/Hair: Einat Dan
Diane Pernet : @dianepernet / @asvof
Fashion editor: Myra Postolache / @thesecretcodeoffashion
by MYRA POSTOLACHE
I have met Diane Pernet several times already, and each time I see her, I fall in love with her charm and charisma. Diane’s voice is the most beautiful voice that I’ve ever heard. Diane Pernet is unique, always wearing black outfits and dark glasses, with incredible
jewelry and headpieces made by Mario Salvucci, an old friend and collaborator of Diane. She loves fashion and supports emerging designers, which is another reason why I love her dearly. Last time I met her was in Paris, I got to discover more about her and her impressive story.
Diane Pernet was born in Washington DC and educated in Philadelphia at Temple University, where she took a degree in documentary filmmaking. Like so many young people in the late Seventies in America, she migrated to New York, where she lived
on 17th and Broadway, right across from Andy Warhol’s Factory, and worked in film as a costume designer before setting up her own fashion business. Diane’s life in New York was full of challenging moments and her first husband, that died in a car accident at
the age of 31, is still the biggest love of her life. She started designing because she loved Charles James. Her collections were for strong and sensual women. After tougher moments, she moved to Paris where she is still living. She is very happy there and her life changed in a better way entirely.
In Paris, Diane lost interest in designing, and she didn’t want to work for another designer.
Before launching ASVOF in 2005, Pernet was a digital fashion reporter for Elle.fr, Vogue.fr and a fashion editor for JOYCE, Hong Kong. Having initially designed for thirteen years in New York under her namesake brand, she relocated to Paris at the end of 1990 landing her first role as a costume designer for the film Golem l’Esprit d’Exile in 1991.
Pernet’s first fashion film festival was called ‘You Wear it Well’ it debuted in Los Angeles at Cine Space in 2006, laying the foundation for the ASVOF in 2008, with the festivals the first edition launched in September and since 2009 it has screened at the Centre Pompidou in Paris.
Pernet was recognized in 2008 for her pioneering spirit in digital media when she was chosen as one of three influential global bloggers to take part in a panel celebrating a seminal fashion exhibition at the Metropolitan Museum of Art, the other two participants were Cathy Horyn and the Sartorialist. In 2012 she was the recipient of the distinguished FAD Medal from the Barcelona based cultural institution devoted to the promotion of design and creativity, FAD (Fostering Arts and Design). In 2014 Pernet received the Asian Couture Federation Award for her contribution to fashion journalism and in May 2015 she
receives the Honorary Legend of Fashion Award from SAIC (School of the Arts Institute of Chicago). In 2013 and again in 2014, she was selected as one of the BOF 500, the people shaping the global fashion industry. The multi-talented creative holds a degree in filmmaking and communications from Temple University in Philadelphia and also attended both Parsons and FIT. In February 2015 she launched Diane Pernet Paris perfumes at Liberty London: To Be Honest, Wanted, In Pursuit of Magic and Shaded.
31 Ways to Win ASVOFF
1. Remember that this is our chance to get up close and personal. So make us
2. Grab the attention of your viewer in the first 30 seconds of the film. Don’t wait.
3. Do not use the mirror effect. Please just don’t.
4. Colored smoke isn’t really all that impressive. Actually — reconsider.
5. Sometimes, a little comedy can be a clever way to seduce people who are starved
of humor in fashion.
6. Never forget that what you’re creating is a film. It is not a photo shoot in motion.
7. Work in close collaboration with a composer to support your images with a fitting score.
8. Fashion must be the protagonist of your film.
9. Have your film take us somewhere we’ve never been.
10. Develop a unique aesthetic for your movie. Know when to contrast and when to
complement. Consider the raw and the refined.
11. A clear scenario helps, especially if the film is more than 3 minutes.
12. Invest in and have immense respect for good technicians. They are a rare breed.
13. A genius film editor is a huge asset.
14. Sound is a key player in any film; pay close attention to it.
15. Get the best director of photography you can find.
16. If you need actors, then don’t ask models to play their roles — not unless they can really act.
17. Evoke powerful emotions. Loud isn’t always powerful. Subtlety can be.
18. A director certainly doesn’t have to come from the fashion world to make an outstanding fashion film.
19. Someone famous either in front of or behind the camera can be a big boost. But it’s not for everyone and not for every
20. Think carefully about the rhythm of the film.
21. Consider the subtext of the film. Superficiality can be fun or funny but subtext adds depth and dimension.
22. The director of the film should be the right fit for the fashion you’re trying to capture.
23. If the film moves the audience, then it is a success.
24. Leave your viewers wanting more.
25. Know when to cut. There’s nothing worse than a film that leaves you waiting for it to end. Sometimes, less really is more.
26. Take my breath away.
27. Predictability is the biggest turn-off.
28. Leave room for spontaneity but, for heaven’s sake, have some sort of plan.
29. Snag a brilliant art director.
30. Always respect the time limit.
31. Do not heavily grade the image to compensate for the fact you don’t know how to light!
THE FRAGRANCE WORLD OF DIANE PERNET
Diane Pernet made her name at the forefront of online fashion as a writer, blogger, and filmmaker.
She is as famous for her iconic veiled look as she is for her pioneering work, and has made a statement with her first foray into perfume industry. A collection of four one-of-a-kind scents, each fragrance takes in a range of universally flattering notes: IN TO BE HONEST, WANTED, IN PURSUIT OF MAGIC and SHADED. The luxury jewels for Diane Pernet’s line of perfume bottles are made by Mario Salvucci, owner of the “Incredible Creatures’’.
“Each Incredible Creature is made in 100% recycled Sterling Silver, refinished and bent by my hands in a limited edition”, all done in his studio in Umbria, Italy. The shades of the silver are achieved with a natural process of oxidation done with sulfur that besides purifying produces unique colors that are never the same. Due to the nature of the design every piece is original since they are bent by hands and the stones, cut on the measure, and each one is different. Every piece is original and fragile like nature. Diane and Mario Salvucci have been working together since 1986, and they are making history together.
Diane Pernet is the 2012 recipient of the distinguished FAD Medal from the Barcelona-based cultural institution devoted to the promotion of design and creativity, FAD (Fostering Arts and Design).
Pernet is the recipient of the Felicidad Duce Fashion award in its 13th edition for her extraordinary career as a fashion editor, for pioneering writing about fashion on the internet and becoming the leader of bloggers. Also as being the godmother of the world’s emerging fashion talent as well as her sensitivity to the film genre that combines art, film and fashion photography. The Escola Superior de Disseny Felicidad Duce Barcelona created this award in honor of its founder Ms. Felicidad Duce.
The award ceremony was 18 April 2013.
Pernet was granted by the President and Executive board of Asian Couture Federation the Award of Excellence for her outstanding contribution to fashion journalism in September 2014 in Perth, Australia.
Diane Pernet was invited by the School of the Art Institute of Chicago to be their 2015 Legend of Fashion Honoree for her career as a critic, filmmaker and style icon. The ceremony was on May 8, 2015.