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17/05/2007 - par Mark Tungate

A copy of the film celebrating the 10th anniversary of Jalouse landed in my lap last week. I don't know what the proprietors of the magazine had in mind when they commissioned the 30-minute movie (I'm told it's supposed to be a parody), but it had exactly opposite effect of an advertising campaign. In other words, I've never bought the magazine, but now I'm not actually sure I want to. Jalouse - Le Film is directed by Matthew Frost in arty handheld style. The script appears to have been phoned in by somebody on the verge of sleep. Here's the plot : a pretty but naïve American actress arrives in sophisticated Paris for a fashion shoot with Jalouse. The film lashes together bits of The Devil Wears Prada, Lost in Translation, Amélie and the US TV series Ugly Betty. The staffers of the magazine are played by actors. That's just as well, because I assume the real-life employees are more professional than the gum-chewing cut-outs who populate the film. They actually manage to get themselves locked in the building overnight after an impromptu Champagne session. Then they hire a photographer who is clearly an impostor, because he uses disposable cameras and looks as if he's doing an impersonation of all the fashion photographers he's ever seen. I often write about fashion, and I'm always trying to persuade people that the industry is not as vacant and elitist as outsiders think. The makers of this film take the opposite approach.

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