I recently wrote a piece for Mashable about the value that exists for brands in live-streaming their fashion week shows.
One of the key learnings was that the content surrounding such an initiative needs to be given just as much attention as the collection it is showcasing. Said Dan Clifford, a former VP of marketing at Victoria’s Secret. “We need to be as careful with the content as we are with the product. That’s what reaching the individual that doesn’t have the luxury of being there is about,” he said. “Too many brands isolate the runway as a moment in time and don’t consider the pre and post opportunities that they could be harnessing and leveraging across the whole season.”
It’s for that reason I wanted to highlight the video DSquared2 released less than 24-hours after its runway show in Milan this week. Rather than just your typical 10-minute look at a catwalk show, it opens with two-minutes of content dedicated to setting up its 1950s #TikiGirl theme. Models dance for the camera shaking maracas, quick peeks are provided backstage as well as close-ups on the collection and its accessories, and a killer soundtrack plays over the top. Even designers Dean and Dan Caten both feature before the show itself begins.
Check it out above.