What makes a great fashion event? Champagne and social media
MediaCom Beyond Advertising speaks to INCA Productions’ Charlotte Clark and Ada + Nik Creative Director, Nik Thakkar about creating memorable events that cater to the increasing importance of social media – an ethos we share in our approach to events and content creation| January 23rd, 2015
While fashions change every season, the way catwalk shows were presented stayed the same for decades – but the recent advances in technology and social media means shows now have to be as fluid and adaptable as the designers themselves.
Nobody knows this better than INCA Productions’ founding partner and creative director, Charlotte Clark. Since she started INCA 16 years ago with her business partner Nina Ferguson, Charlotte has produced shows for many of the major fashion houses and showpiece events such as the British Fashion Awards, as well as working with MBA on projects including the BOSE Urban Conductor activation
“Social media has completely changed the way we produce fashion events.” Said Charlotte.
“Everyone at the show – whether they’re the editor of a glossy fashion magazine or a guest with a twitter account – acts as blogger during the event.
“They post pictures and give their own interpretation on the show and, with an Instagram takeover now being as important as a Daily Mail front page splash, it’s more vital than ever that everyone has an amazing experience.”
“The events are now about combining hundreds of small ideas within the larger event to create something that looks and feels great from everywhere. We now have a full 360° approach.
“Major runway shows are now essentially catered primarily for social media and social influencers.” He says.
“Aside from important buyers, press which strong digital profiles are now strategically prioritised to the front row along with digital influencers. The trend was set over half a decade ago by Dolce & Gabbana and has evolved significantly since.
“At Ada + Nik, we became the first brand to capture the runway show experience in real-time from multiple different camera angles using Vyclone – a technology that is new and exciting for the fashion world.
“Instead of seeing one stagnant angle that is typical of live streams, viewers online got a more realistic idea of what it felt like to be at the show.”
However, while social media has been the catalyst for big advancements, there are some things that will never change.
“We think about social all the time when planning events,” added Charlotte. “The two things you absolutely need for an event to be a success are social media – and of course alcohol!”
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Photos courtesy of INCA Productions