Behind the Scenes: Amazon Fashion Cinemagraphs

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A behind the scenes look at the Cinemagraph campaign we created for Amazon Fashion’s partnership with the CFDA Vogue Fashion Fund designers to make their designs available to consumers like never before.

The Fashion Fund was created as an initiative to support emerging American fashion talent where one winner is awarded a cash prize to continue to grow as the future of fashion. Created in the fall of 2004, this annual competition supports the most promising talent which has been proven with previous winners including Alexander Wang and Proenza Schouler and launched the careers of designers like Prabal Gurung, Marchesa, Rag & Bone and Rodarte.

The competition between the final 10 fashion fund finalists is all documented in a series on Amazon called “The Fashion Fund” and now Amazon is extending their support to these designers by making their pieces immediately shoppable through social media and on

The 10 designers:

Baja East || Baldwin || Brother Vellies || Cadet || Chromat || David Hart || CG || Gypsy Sport || Jonathan Simkhai || Thaddeus O’Neil 

They asked us to create 10 Cinemagraphs, the most we have ever set out to achieve in a series, one per each finalist. The inspiration for the set was a designer atelier but tweaked with specific details to become tailored to each of the designer’s personalities which we gathered in interviews before the shoot. Below is a behind the scenes look at a few of the designer’s sets and cinemagraphs from the series as part of a 2 day shoot at Hudson Studios shot by our friend, photographer Scott Brasher.

Follow along on Amazon Fashion’s Instagram to see all 10 unfold and be the first to instantly shop the looks of these great new designers! 

Amazon_Fashion_03 Amazon_Fashion_04af04Above Cinemagraph with Patricia in an open-back evening dress and Stina in a polo top and flounce skirt by womenswear designer Chris Gelinas.

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Above Cinemagraph focuses on Chromat‘s design goal to enhance the body’s performance and empower the individual who wears their structural pieces. 

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Above Cinemagraph for Gypsy Sport channels the playful urban vibes of this streetwear designer. 

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Above Cinemagraph, and one of my personal favorites, channels the post-war military academy era inspiration that drives designers Raul Arevalo and Brad Schmidt behind the label Cadet. Stina wears Cadet’s cotton sleeveless long dress while Charlie sports Cadet’s moto jacket and flight utility cargo pant

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Above Cinemagraph for American-made brand Baldwin focuses on designer Matt Baldwin’s denim design roots and his timeless take on the American Midwest. Stina wears Baldwin’s sleeveless crop shirt and denim maxi skirt while Charlie sports Baldwin’s Rohan work jacket and medium wash jeans

Amazon_Fashion_23 Amazon_Fashion_39Amazon_Fashion_26Amazon_Fashion_24af09Above Cinemagraph for lifelong surfer and designer Thaddeus O’Neil includes his own surf boards and a custom made neon light by our prop stylist to capture this designer’s bohemian ‘playwear’ vibes. In the Cinemagraph for Amazon Fashion’s instagram, watch till the end for a funny, beachy surprise! Stina wears Thaddeus O’Neil’s jacquard crop top and stripe pipe pant while Charlie is in Thaddeus O’Neil jacquard pleated pineapple-print jacket and jacquard box-pleated beach short


Special thanks to the collaborative team that helped pull this off:

Creative Director Leon St-Amour || Photo Assistant Darren Hall || Lighting Tech Nigel Ho Sang || Behind the Scenes Photographer Scott Brasher || Digital Tech Chris Wert || Stylist Sarah Webb || Prop Stylist Cooper Vasquez || Hair Styilst Yoichi Tomizawa || Makeup Artist Misha Shahzada || Models Stina Olsson, Charlie Timms & Patricia Van Der Vliet || Producer Molly Clifford || The teams at Amazon including Caroline Palmer & Karen Yung

  • Gorgeous work and gorgeous photographers! Please do an update personal style/beauty post! I love watching your evolution… you change a bit but you are always yourself!

  • You are always so put together, even in the most hectic of situations!

    It’s amazing to see the flawless products you guys produce and then being able to see the village of artists that get to work and perfect each and every shot. Love getting to see the behind the scenes, always.

  • tahoe

    Always love when you do “behind the scenes” Amazing to see it all come together.

  • Kim Kane

    I always love it when you you share how it all comes together. I never fail to get inspired and am captivated by the moving images. Thank you for sharing this.
    Kim @

  • Amazing designers!!! I remember when you Snapchatted this shoot. It’s so,so, good.

  • Ron

    Jamie and Kevin, what a fascinating post! Loved seeing all the behind-the-scenes in creating your amazing cinemagraphs. Bravo to you both!

  • Tarragona IN

    I love yours cinemagraph, one day you have to do one of you and your husband 😉

  • Miriam Schroeder

    I love this!

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