New Electrolux Film Looks at Impact of Technology on Fashion

Eco-friendly materials, wearable tech on display

Digital distributor FilmBuff will handle the distribution of The Next Black, a documentary that chronicles the impact of technology on the fashion world.

Produced by Electrolux’s AEG unit and House of Radon, the 40-minute film complements FilmBuff’s recent series of projects focusing on technological innovations. After initially releasing “The Next Black” in digital format via iTunes, Amazon, Xbox and other broadband retailers, Filmbuff will premiere the movie on Oct. 31 at the Indie Memphis Film Festival.

The documentary explores how popular clothing companies—adidas, Patagonia and Studio XO, to name a few—are utilizing cutting-edge technologies to create a new generation of apparel. Among the innovations are clothing made from eco-friendly materials and the growing trend of wearable technology. More futuristic possibilities are also explored, including Biocouture, a research company that is exploring the potential for growing clothing from living organisms.

FilmBuff distributes independent films and videos across all platforms, with a specialty in digital media. AEG’s parent company, Electrolux, is a worldwide leader in appliances for households and businesses. In addition to AEG, the company’s brands include Frigidaire, Zanussi, and Electrolux Grand Cuisine.

What’s the connection between an appliance company and a tech/fashion documentary? Philip Marthinsen, head of business and strategy at digital agency House of Radon, explained the company wanted to create content that was relatable, engaging and could ultimately be tied back to AEG. “The washing machine industry isn’t exactly sexy, so they decided to focus on the clothes that people put into their machines rather than the machines themselves.”

This is the second time FilmBuff has partnered with House of Radon. The two companies first worked together on the digital release of the film PressPausePlay.

“Great storytelling is no longer the sole bastion of traditional filmmakers,” said FilmBuff CEO Janet Brown. “Brands are increasingly leveraging stories from their own heritage and corporate values that we can help to ensure connect with audiences as genuine entertainment.”