“How You Look At It” is a short fashion film directed and created by Poppy de Villeneuve. The movie is an intriguing cross over and melting between cinema and online viral fashion advertising.
De Villeneuve is a British photographer based in New York. Her father is Justin de Villeneuve, the Sixties fashion photographer who discovered Twiggy, and her mother is the model Jan de Villeneuve. Poppy herself began modelling at the age of 17 but found it “boring” so took up photography instead. She studied at the London College of Printing, and since graduating has worked for publications including Vogue and Dazed & Confused. She also exhibits her work regularly.

Nowness on the film and its director:
“Summer in the city: a bustling, stifling and less-than-calming experience. But even in the midst of blaring car-horns, sweltering commuters and dizzying throngs of irritable pedestrians, there’s a pocket of peace to be found in every metropolis. Such moments of sweet escape provide the inspiration for the How You Look At It film.”

“Poppy de Villeneuve (who has shot for Vogue, Jalouse and Nylon, among others) and starring rising Chinese fashion model Liu Wen, who was recently signed as the first Asian face of Estee Lauder. To create her moment of blissful cool, De Villeneuve took to the serene spaces of New York’s Asser Levy Recreation Center—a turn-of-the-century bath house, replete with Art Deco pool—where, in a heat-induced reverie, a Norma Kamali clad Wen is joined by former Sopranos regular and actor in the Martin Scorcese-produced HBO series Boardwalk Empire Edoardo Ballerini, for a sensual, teasingly ambiguous swimming lesson.”

Video: Poppy de Villeneuve  | backstage photos by fashion blogger Hanneli | source: Nowness/luxury group LVMH

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Nick Knight is among the worlds most influential and visionary photographers. As a fashion photographer, he has consistently challenged conventional notions of beauty and is fêted for his groundbreaking creative collaborations with leading designers as well as editorial for W, British Vogue, Paris Vogue, Dazed & Confused, Another, Another Man and i-D magazines have consistently kept Knight at the vanguard of progressive image-making for the past three decades. His first book of photographs, Skinheads, was published in 1982. He has since produced Nicknight, a twelve year retrospective, and Flora, a series of flower pictures, both published by Schirmer Mosel. Knight’s work has been exhibited at international institutions such as the Victoria & Albert Museum, Saatchi Gallery, The Photographers Gallery and Hayward Gallery. He has also produced a permanent installation, Plant Power, for the Natural History Museum in London and was the first of Channel 4′s ‘Big 4′ 50-foot installations outside its London HQ in 2007.

The below Flower video by Nick Knight is featuring a remix of Special Cases by Massive Attack.

Photo and video: Nick Knight featuring Massive Attack | Youtube

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