Q AND A WITH DAVID SERERO, DIRECTOR OF “The United States of Fashion Designer Elie Tahari” HIS FILM WAS WINNER OF THE BEST FASHION DOCUMENTARY AWARD AT LFFF2021

Q. How and when did you become interested in filmmaking?

A. I’ve been directing theatrical productions for nearly 20 years. So I knew that directing for films would come very soon. I was waiting for the right opportunity and the right moment. I couldn’t dream of a better one than doing a documentary film on fashion designer Elie Tahari.

Q. What is a fashion film?

A. It’s when fashion meets filmmaking, and vice versa.

Q. Why make a fashion film / fashion documentary?

A. It’s when you can tell the story behind the clothing, especially when it takes you through so many emotions and happiness.

Q. What makes fashion film different to other short film genres?

A. Fashion is art, and it doesn’t need anything to be added when you admire it. The clothes can tell a story, and it matches perfectly with the music.

Q. Do you have friends making movies as well and do you sense competition amongst you. What do you think of their movies?

A. I have many friends who are directors and filmmakers. I never felt I’m in competition with anyone. If I think that I compete, it would mean that I’m not feeling what I’m doing. I only want to offer the best performance to the audience and honour their trust and whoever allows me to showcase my work.

Q. What was the biggest challenge for you in the process of making the documentary “The United States of Fashion Designer Elie Tahari”?

A. It was how to bring 40 years of fashion and great change into one hour. I also wanted the audience to leave with something in their minds and hearts. I also wanted people in the fashion industry, specialists, and fashion lovers to understand the behind-the-scenes of fashion and the journey of Elie Tahari and how he built his empire and his secrets.

Q. Why do you think filmmakers should participate in film festivals?

A. Without film festivals, there won’t be any movies. Film festivals are the keepers of the industry. The film can travel all over the world. I was able to meet incredible people. Only film festivals allow this experience.

Q. What elements make a fashion documentary remarkable?

A. Good story + Good fashion. I also wished to make it entertaining and inspiring. But everyone needs to find their styles according to the story you’re showcasing.

Q. What are the key elements to making an effective fashion film?

A. Love, Patience, Sense of colours, beauty, and rhythm are essential.

Q. What is a difference between a fashion film and advertisement?

A. The ads are more direct and often lack a story. The ad tells a message and sells a product. However, I like the efficiency of an ad, and I added some of it in my film.

Q. How does video advertising, film, and documentary attract customers and brand awareness?

A. It’s the story behind the product that brings awareness of the greatness of the clothing.

Q. What is your suggestion for making some budgets for a film?

A. Don’t jeopardize the quality of the story, which costs nothing. Hire a good team, but as I learned from Lisa Azuelos, “don’t be afraid to be poor and don’t be afraid to be rich.”

Q. What advice do you have for aspiring filmmakers?

A. The greatness of a film is that it’s different from a stage show, as I’m used to it. With a stage show, you have a deadline. The curtain is up at 8pm. With a film, you can take your time to edit and tryouts with audiences you trust. I was able to make changes as the film was touring from film festivals. I learned how to edit movies, so I edit my movies and can do my own surgery on the film. I also invited friends and sent it to many people so they could watch it and tell me what the movie was missing, which helped me to improve it.