The latest T by Alexander Wang campaign video is sheer genius. How better to convey such love for the brand than by shoving a group of unsuspecting fans in a warehouse and offering them access to as much free product as they can physically get their hands on.
That’s what happened at a one-time only secret event in New York a few weeks back, which the Wang team captured on camera and just released for the world to see. Needless to say, a frenzy doesn’t even begin to explain it. Once the doors opened and the crowd dashed in, they trampled over each other to grab items off the racks, from inside boxes and even out of each other’s hands. The slow-mo catfights shown beautifully sum it up.
The inspiration for the initiative comes from Darren Stein’s 1999 dark comedy, Jawbreaker. The movie’s final prom scene, in which enraged classmates toss things at Rose McGowan and her tiara slips, is a favorite of Wang’s. Stein accordingly directed this video too, playing up to Wang’s desire to use his seasonal campaign work as a platform for experimentation (see Bon Qui Qui in last season’s for reference).
“I love reaching out directly to our audience; to have a dialog that provokes and at the same time has a sense of wit and irony,” said Wang. “Nothing is formulaic with T. This project was viral and street at the same time, which allowed us not only to communicate with our audience through different avenues, but to activate them. I liked the idea of creating a destination that’s unknown, mysterious, and fun, where people can connect.”
The result is so insane it of course looks totally staged – maybe it is. Either way, we’re all a bit jealous.