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Menswear label Ada + Nik uses Vyclone app for collaborative runway video during #LCM


Live streamed fashion week shows are an interesting one – buzzworthy and exciting when they first launched despite poor user experience, now higher quality but still a proposition that require decent investment to make them stand out.

As previously reported for Mashable, while some show organisers have this cost rolled in to their packages, for those doing it independently, I was quoted in the region of $20,000 to $50,000 for a full video deal, depending on the production requirements. And on average that’s for just 14,000 views per show at the likes of Mercedes-Benz Fashion Week in New York.

Which is why a free app called Vyclone is an interesting opportunity, especially for young up-and-coming brands who are in the early stages of being on the fashion week circuit. This start-up refers to itself as “a social video platform that lets you co-create, sync and edit multiple views of a shared moment, effortlessly”.

Enter then menswear brand Ada + Nik who showed at London Collections: Men last week, simultaneously capturing the experience of their spring/summer 2015 collection in real-time from multiple different camera angles using Vyclone. The resulting video isn’t the highest quality, but for an immediate piece of (free) content shot by five individuals with iPhones it’s one of the most efficient options we’ve seen. The collaboration was pulled together by digital consultant Taylor Kahan.

Check out the video here, and then read on below where we chat with NIk Thakkar, co-creative director for Ada + Nik, to find out more:

F&M: What was the benefit of choosing Vyvlone over the traditional live-stream option, other than the inevitable cost saving? 

NT: Innovation and interactivity. We wanted to engage a technology that is new and exciting for the fashion world, and put the live perspective at the vantage points of the audience actually attending the show. That way, 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.

F&M: What’s the process involved with achieving what you did with the app? 

NT: We strategically placed five people around the runway to film and capture all of the most flattering angles of our pieces as the models walked the runway. The process of filming is simple: Vyclone is programmed to detect location so that anyone filming from the app in the same vicinity will have their videos automatically synced with others around them.

Is your resulting video a real-time replica or an edited version post show? 

NT: Real-time. The beauty of Vyclone’s technology is that it detects and automatically syncs all videos together based on sound.

F&M: Where does the video appear?

NT: Once processed the video is immediately viewable on the Vyclone app, which we then shared across our own social properties, as did Vyclone respectively on theirs. The video is embeddable and shareable to the public, so we now have an evergreen piece of marketing content that can spread on its own, and the beauty of social media has made it a potentially virally impactful takeaway from our show.

F&M: What sort of engagement does the platform enable? 

NT: The appeal of Vyclone is that anyone in the vicinity can participate, film from their perspective, and effortlessly contribute their video to the final mix. And once the video has been created within the app, anybody can go in and “remix” the angles to create their own favourite version of the show as well. The clip was featured within the app so all of its active users had a chance to view, and by sharing across our socials we’ve managed to garner hundreds of thousands of impressions on the piece.