The Shoreditch Fashion Show (TSFS) is a creative collaboration celebrating emerging talent across the entire creative spectrum; from fashion designers to artists, musicians and DJ’s. It also served as a platform to introduce young taste makers to new product lines and brands from the companies sponsoring each event.
We were flattered to be asked to provide strategy, experiential production, creative and environmental design services for TSFS, curated by the Offbeat Network and the Vivid Fashion Group, for their spring and autumn events. Our mission was to produce and promote a set of events that appealed to the creative community in East London and showcased new product lines and brands for the events sponsors as part of immersive live experience.
We worked alongside brands such as Batiste, Vita Coco, Propercorn, Red Bull, OnePiece, Gandy’s Flip Flops and Serge Denimes to create mini brand activation’s housed within each event alongside carefully thought-out product placement opportunities for each brand. We needed to make the brands fit in seamlessly within the events, whilst ensuring they didn’t detract or appear jarring – no one wants to party against a sea of products.
For each event we built a cross-disciplinary festival housed within Hoxton Docks (a former coal storage facility) for the first show and Oval Space (an old warehouse loft located next to a decommissioned gas works) for the second show. Both projects were fashion-focused but also included film, art, sculpture and music. The end result was a multi-sensory celebration of East London style, creativity and culture – part exhibition, part stage show and part festival.
Each show featured a selection of emerging fashion designers, including Isabella Yaellda who showcased pieces she had recently commissioned for Lady Gaga, as well as graduates from Central St. Martins. Art installations, live music, street food and tequila bars also featured. Participating designers and artists created one-off pieces working from a central theme that were displayed exclusively at the events. We also ran a competition in conjunction with Made in Shoreditch magazine to find the best up-and-coming fashion designers and brands emerging out of London, which was judged by Julien MacDonald and reached in excess of 500,000 Facebook users and 35,000 Twitter users.
Both events were sold out success stories, each with a capacity of 1,200. We secured media partnerships with Wired, Hoxton FM and Made in Shoreditch and the events appeared in Aesthetica, ArtLyst, Don’t Panic, The Urban Times, Slave London, Idol Magazine and on Fashion TV, among many others. The shows were attended by cast members of Made in Chelsea, Mischa Barton and Eliza Doolittle.
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