It was the second year running that the director created the visuals for the show, and he was keen to draw on the previous experience to help: “I was conscious of not repeating myself. The biggest lesson I learned last year was in achieving the aesthetic style that fits the awards and the client’s vision: bold, colourful, but always keeping fashion at its centre.”
Organised by the British Fashion Council, the awards were graced by industry icons including Tom Ford, Naomi Campbell, Kate Moss, Rihanna and David and Victoria Beckham
“The BFC wanted something that felt like a continuous, always-evolving piece of content that played throughout the whole show rather than a set of generic and repeated nominee and winner pages,” explained Parry.
“There are obvious challenges in producing 90 minutes of content within time constraints, so I tried to think of how to create loops that would give the impression of continuous movement.”
Elaborating on the visual concept Parry added, “Part of the original brief was to create a sequence that doesn't repeat stylistically, so to ground myself I looked to the aesthetic and tricks used in fashion magazine and editorial content. Ultimately my aim was to try and bring a fashion magazine to life without being too literal.”
Parry confessed he had been excited to work on another project for the fashion industry, “They are a law unto themselves - but the law is just and enjoyable."
“It's a party, so I always feel the visuals are just a small part of the whole evening's entertainment, but I hope that it added to the night’s grandness. Given the option of looking at Rihanna in the flesh or a video screen - my eyes made their own choice!”