Becky Hunter is the force behind Fashion Reimagined, a groundbreaking documentary that was unveiled earlier this year in London. It is now witnessing its debut in the United States via streaming platforms such as Amazon Prime, Vudu, and Apple TV. I had the honour of delving into a conversation with the filmmaker, exploring the journey of her film and contemplating the horizons of her future endeavours.

“If you believe in something, a story, and you just feel like you cannot help yourself, then it is the right thing to do.”

Choe: Reflecting on the post-release landscape, how has the journey been for you? The film left quite a mark on me when I first saw it in London back in February. I just saw that the film was released in the U.S., and premiered at the Tribeca Film Festival, which is incredibly exciting!

Hunter: The pace has been relentless. In a matter of days, I will be in Los Angeles for L.A. Fashion Week – an event promising sustainability, which is rare in fashion, so I will see how it goes. I will also be attending a policy screening preceding the U.K. election and a parallel event in D.C., advocating for two pivotal U.S. bills set for review next year, which are supposed to bring about more discerning regulation in the fashion industry. The tour and press engagements have been busy, to say the least. The post-film landscape has proven to be as demanding as it is exciting.

Choe: Balancing such commitments must be quite demanding.

Hunter: I am very grateful for the film’s success, but I was not prepared for the amount of work post-launch. Financial challenges coupled with the responsibilities of parenting have not been easy. The promotional demands have prevented me from pursuing other projects.

Choe: That sounds incredibly challenging. Speaking of promotion, I saw your film as an in-flight option on a Virgin Atlantic journey from London to New York!

Hunter: I also recently discovered that we forged a partnership with Virgin, I had no idea! Very cool. My friends sent me photos from the plane. 

Choe: Quite cool. Let’s rewind a bit. How did you get Fashion Reimagined off the ground?

Hunter: It traces back to 2017 when, as part of DUCK, a production company specialising in short-form videos for fashion brands, I immersed myself in documenting London Fashion Weeks for the British Fashion Council. The turning point occurred during coverage of the 2017 CFDA-Vogue Fund Award, where I encountered Amy Powney, the creative director of Mother of Pearl. Amy’s mission to craft a sustainable collection, from farm to closet, resonated deeply, aligning with my longstanding commitment to environmental advocacy. With a pitch in hand, I sought the support of Lindsey Lo, my boss at DUCK, by taking her out for a glass of prosecco because she likes prosecco. She graciously agreed to produce the project, becoming the financial backbone for its initial phase.

Choe: Wow. The filmmaking journey, I gather, encompasses both glamour and the less-visible realm of logistical challenges.

Hunter: Yes, it is not all so glamorous. Fundraising, contractual obligations, meticulous management of film archives… nearly half the time was devoted to these behind-the-scenes endeavours, which were very laborious parts of the process. 

But, if you believe in something, a story, and you just feel like you cannot help yourself, then it is the right thing to do. 

Choe: Definitely. Has it gotten any easier since you first started?

Hunter: Ironically, I’ve heard from fellow filmmakers that the path doesn’t necessarily become smoother, even after the completion of the first one [feature].

Choe: So, what’s next? I remember earlier this year that you mentioned you are going to be working on one of your dream projects.

Hunter: Yes! It’s an amazing story where I follow a farm family called Fordhall Farm in England, one of the early adopters of organic farming in the U.K. More specifically, it’s about their fight to save their farm from corporate developers attempting to transform it into a factory and truck parking lot. At Fordhall, they have an extraordinary oasis of biodiversity – so much more biodiverse compared to anything else in the area.

The father, a renowned organic farmer, falls seriously ill, prompting his 19 and 21-year-old children to take charge. With a mere 8 months to secure £800,000 and rescue their family farm from impending development, they succeeded, transforming it into the UK’s inaugural community-owned farm. 8,000 people nationwide pledged with nonprofit shares, epitomising their new tagline: 8000 landlords, one farmer.

Currently, they extend support to other farms aiming for a similar transformation, fostering numerous community initiatives like a forest school, Friday walks during the pandemic, and craft sessions with tea and cake. The farm boasts additional attractions, including a cafe and bakery. The film delves into the multifaceted aspects of food sovereignty, questioning the purpose of land if not for the benefit of communities.

It’s funny, a lot of great projects come to me, like, ‘I have this great story – now raise some money for it!’ They never come with money!

Choe: Wow. I know I just keep saying wow, but that sounds like an incredible story. Do you have any advice for people who want to make their own narratives come to life?

Hunter: The most valuable thing I learned from film school: don’t share your story until your pitch is completely ready. Oftentimes, you only get one chance. Better to keep them waiting and give the best possible first impression you can.

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A Toronto native, Hunter has spent the past five years capturing fashion and culture in short films for London Fashion Week, the National Gallery, and more. An Emmy®-nominated editor, her credits include Being Canadian with Seth Rogen and Rob Stewart’s Revolution, with Fashion Reimagined being her first feature.

She advocates for shopping on Good On You, a platform that not only aids in discovering sustainable brands, but also provides comprehensive sustainability ratings.

Becky Hunter

@beckyabroad
beckyhunter.com