Client: Qasimi – Sector: Fashion & Retail – Tag: Brand Film
An artist collaboration film for
London Fashion Week
Qasimi is a London-based fashion house rooted in Middle Eastern identity. For their AW23 collection, they commissioned Hadeyeh Badri, a fibre artist and graphic designer, to travel to weave 8 metres of fabric on a TC2 digital Jacquard loom in the studio of textile designer Fiona Sperryn.
They wanted a film that captured both the process and the person. The weaving itself. The artist’s hands on the loom. And a short interview that got underneath the work, what drives someone to spend days building cloth by hand when a machine could do it faster.
The film would support the AW23 collection launch and form part of Qasimi’s show content for London Fashion Week, distributed through Purple PR.
The Film
What came through in the interview was an artist who thinks about structure the way an architect might. Hedayeh Badri talked about cloth as something stubborn, something you have to put effort into breaking apart. About creating structures where the yarns move freely, and asking how far you can push that before you no longer have a piece of cloth.
There’s a line in the film about risk. About knowing how weft and warp will interact, but never quite being able to anticipate how it translates. That’s the tension the whole piece holds — precision and chance, control and letting go.
We shot over a single day in Cornwall, a two-person crew. All production, post-production and social edits were delivered in-house by Here Now Films.
Deliverables
1 × hero film (2–3 minutes), designed for London Fashion Week show content and collection launch
3 × short social edits (under 1 minute each) — optimised for Instagram and LinkedIn