The films of Erwin Blumenfeld

I was kindly invited to The Gentlewoman Editor-in-chief, Penny Martin’s inaugural lecture at the London College of Fashion on Wednesday which was a fascinating talk on the future of fashion imagery looking mostly at some of the work produced at SHOWstudio whilst Penny was Editor.

The project that most stood out to me was the films of Erwin Blumenfeld – a project SHOWstudio created in 2006.

SHOWstudio writes: “Drawing upon the full archive of Erwin Blumenfeld’s unseen film work, film-maker Adam Mufti and sound designer Olivier Alary have collaborated with SHOWstudio to create three, exclusive edits that focus on three discrete areas of Blumenfeld’s visionary motion image-making: Advertising & Layout, Surrealism & Process and Abstraction & Distortion.”

Penny discussed that this work was produced before television or film advertising had been conceived – it was Blumenfeld’s concept that advertising could move from just being in print and into moving pictures and this video is a experiment in how this might look.


Having worked in design for the past decade, Daniel started as a discussion of timeless, modernist product design. Trained as a graphic designer, he also has an avid interest in typography. You can follow him on Twitter @ateliertally.

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