Hot Air is Selfridges’ broadcasting platform. It exists to show the world what the brand stands for, and for the last four years it has been making a series of films that make people think more deeply about subjects such as non-binary ways of dressing, ethical fashion, redefining beauty, body image…and now luxury.
Visually, each film is strikingly inventive. The latest, The Greatest Luxury, directed by Kathryn Ferguson, is remarkable both for its subjects and its filmic style – a hybrid documentary short film made up of interviews, poetry and visual metaphors.
Its contributors are extraordinary people – fashion designer, Gareth Pugh; American performing artist, rapper and activist, Mykki Blanco; choreographer, director and artist, Holly Blakey; poet and performer, Lilly Ashley, and dancer, Sophie Appollonia…
…each expressing his or her own view of the “everyday luxuries”, the small things, that make them feel good. Together celebrating the concept of luxury as something that’s as individual as we are.
The film is also a showcase for the directing style of Kathryn Ferguson, whose work has captured fashion designers, international brands and musicians including Chloé, Amnesty International, Selfridges, Vogue, Air France, Dev Hynes & Neneh Cherry, Nike, Sinead O’Connor, Sony, Lady Gaga and SHOWstudio.
Ferguson’s uniqueness exists in how she creatively re-imagines storytelling by stretching the conventions of cinéma vérité, and her work is focused around creating more positive representations of women, identity and diverse casting within fashion, music and advertising.
In 2017 she was awarded a Gold Creative Bravery Award at the Kinsale Shark Awards for her Amnesty International Film, 25 Annoying Things.
Her newest short film, Taking The Waters, will launch at film festivals from June 2018.
Mykki Blanco: “The whole experience was empowering and really made the idea of luxury feel “relevant”. We’re living in a time of so many social reforms where taboos have elegantly become norms and where I believe luxury is inclusive. Luxury is for ALL!.”
Holly Blakey: “I’m a Taurus so I truly love luxury, I appreciate beautiful packaging and the theatre of opening something brand new. I love the idea that luxury can reimagine how you feel and toy with a different side of who you are… I don’t take it for granted, it isn’t always readily available to me, so shooting this film was an indulgent playful time where I felt free to explore all of these joys… and alongside Lily, Mykki, Sophie and Gareth, well that was my pleasure for sure.”
Gareth Pugh: “Working with Kathryn on this film was an opportunity to pinpoint what the idea of luxury means to me. The results were surprisingly personal – my most treasured luxuries being escape, freedom and clarity.”
