Fashion show | Mercedes Fashion Week Madrid
This is how we helped a major brand internationalize its clothing: organizing an innovative fashion show and a runway full of adventure and a light show.
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Details always make the difference, and the world of haute couture is no exception. On the catwalks you can always find those colours and finishes that make everyone fall in love, but an event of this kind can always go up a notch. In this story we tell you how Glow Experience took one of the most talked about events of Madrid Fashion Week to the next level. It was not just another catwalk: the LED bracelets provided the necessary spectacle to multiply the experienced sensations and, therefore, the opportunities to be attractive in the market.
A different presentation of the fashion show
We have been lucky enough to accompany this client on their annual haute couture show on one of the catwalks at Madrid Fashion Week. In the fashion industry, staying relevant and captivating the public are essential. For designers, the presentation of their fashion brand goes beyond showing clothes; it is a reflection of their identity. This designer’s agency was very clear that the show they wanted to do was not enough to keep the attention of the fair.
Normally, shows in cities like Barcelona always come to mind: the case of the 080 Barcelona Fashion fair. Also in Mexico City with the award-winning Dior cruise show, which will be presented in Mexico City this 2024; the Chanel show or the Victoria Secret show.
Big events are a source of inspiration. We are always on the lookout for what the best festivals bring us, and we already have a list of several confirmed before April of this 2024.
But the concept of a fashion show can be tedious if it fails to connect with the public. Simple slides are not enough for the entire presentation. Something else had to be added: the clothing brands that appeared there were very important and the new collection they were presenting was announced in grand style, so that it would reach a wider audience. The press echoes everything it sees, so going for something new and surprising was the way forward to present the collection. They wanted to repeat the catwalk, and last year it had been very difficult for them to have a new opportunity to show all the work they had done.
And what better way to value the effort of the stylist or hairdresser than by giving the event, during that fashion week, a worthy staging. The final culmination of a year of careful study: travel had been the order of the day to prepare for what was to be a day of emotions and nerves.
The catwalk itself was a journey through clothes. That’s what they told us the first time. They wanted to go through Japan, Thailand, China, Russia, Germany, Italy, the United Kingdom, Spain, Africa, Brazil, Argentina, Chile, Mexico, the United States and Canada. They wanted to go around the world in one of the event’s halls, with indigenous details from each region, and with the intention of giving the fashion collection that international aspect that would allow for a greater impact. In this way, the press from other countries could evaluate it and the new ideas they had to offer would be made known.
The agency was very concerned about the technology that could be applied to the event and that it would not fall back on the basic lighting equipment that all catwalks have when presenting their clothing collection. They told us that so many clothing brands were present that the concepts and combinations of looks were valued in their fair measure, but the fairs demanded breaking away from the usual and emphasizing everything much more. Fashion trends were important, but only if the presentation was adequate.
Communication is essential for the project to succeed! If you have any questions, queries or want to tell us something about your project, you can do so here. We will be happy to help you!
Developing a script for the parade
Finding innovative ideas was a difficult task for the agency, but it was necessary when organizing a fashion show. They went through many lighting and sound technicians and production teams and always found the basis of a normal catwalk. If they wanted to keep the firm happy, they needed to turn to other suppliers who could meet the demands of the script, hiring models, decor, props and elements of that caliber, as if it were a play.
The art director took full advantage of the designs that he approved with the brand’s fashion editor, the DJ was a fundamental part of the atmosphere on the catwalk and the photographer was specialized in taking the best shots at all times. There was no differentiating element, but they could not say that they lacked anything backstage, including food and drink from the catering for the guest list and team members.
One of the agency’s team had an idea for the day of the show. The light was something they had to work on more and investigate new ways of showing the clothes by playing with it. With that they would be able to attract a specific public, who wanted to be surprised by the clothes and accessories on the catwalk.
The script had two very different moments during the whole event: lots of light or little light. It was a matter of getting more involved in that aspect, going further to get the most out of it. Just turning off the lights and putting in two spotlights was not enough, it was better to achieve a special effect with ambient lights.
It is very important to know the physical dimensions of your event, the hours it will last, and to control the management of guests and groups.
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With our LED bracelets they went even further when they realized that it was the ideal accessory they were looking for. An accessory that not only fit the narrative and artistic script throughout the catwalk, but also provided the lighting that was needed throughout the venue during the night and afternoon.
At a fashion event like this, the five senses are ready to absorb everything that happens around them, and bracelets fit into that equation perfectly. At any show, there are moments that inevitably surprise when they occur and that help ensure that, if you are not sure that you will succeed, you finally succeed.
All thanks to the compilation of emotions generated by the elements arranged together, providing an experience in which all the senses come together. There are thousands of ideas that can be put to the test! Each show is an opportunity to experiment.
Around the world on the catwalk
The big day is coming, and any fashion show involves a detailed planning of the events. A promotional video, the general marketing strategy, hiring the models and getting the clothes, or access control to the venue are all important issues to take into account, essential for any fashion show. Additionally, creating an engaging atmosphere with the right music and lighting can significantly enhance the overall experience for both the audience and the designers. It’s also crucial to review successful car premiere tips, which focus on creating a buzz through effective social media campaigns and influencer partnerships. Ultimately, meticulous attention to these details ensures that the fashion show not only showcases the latest trends but also leaves a lasting impression on attendees.
After defining these issues and agreeing to join forces to take the experience one step further, we took the initial script as a reference. The goal was to contribute our grain of sand to each concept and shape the type of format of the presentation. After several meetings with the agency and the production team assigned to the venue, we delivered the wristbands, the controller and got to work on it so that the DJ had everything ready for the day of the event. They are very easy to use wristbands and their controller is easy to install.
How can LED bracelets contribute to the world of fashion?
The story was simple, no complicated plot twists or a convoluted structure: the idea revolved around the idea of Journey to the World in 80 days, inspired by the novel. It was time to show their creativity to the public, who embarked on an adventure like the explorers of planet Earth in the year 2023. Spain, the starting point, specifically the south. The parade would simulate a flamenco tablao, and the models would wear clothes inspired by regional dance.
How did the bracelets work? First of all, the bracelets had been divided into 3 groups in the factory. Two that would light up with the color red and one with the color yellow: the flag of Spain. After the parade begins, during the first few minutes, with the main lights on the catwalk on, the bracelets would start the parade. Then, with the dimmer lights, and while the first models began to come out, the 3 groups of bracelets would create a flickering light effect between them with the colors red and white.
The parade continued and it was time to fly on a plane from the south of Spain to London, England.
The audience, pretending to be passengers on the plane, watched as several flight attendants appeared from the main gangway, instructing the crew members on the emergency exits and how to inflate their life jackets.
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After that, the lights began to dim and rise, while an alarm sounded, accompanied by incessant red flashes from all the bracelets. Finally, they were able to land without problems and continue the parade at Buckingham Palace, with a presentation of autumn fashion, in which the make-up artists did a great job.
After the European journey, it was time to travel to Brazil, but this time they had to cross the Amazon. The sounds of the jungle blended perfectly with the bracelets, which emitted green flashes as they crossed the jungle and met indigenous tribes, who came out to parade on the catwalk. The storm also achieved a rain effect on the bracelets with blue flashes throughout the room, and yellow when lightning struck a nearby tree.
In Japan, the adventure ended among night clubs and karaoke, while the latest models came out with a very futuristic style. The bracelets glowed to the beat of the music until the very end: the lights came on and the audience applauded.
VIP bracelets for these events can play a big role in the setlist. In the front row, they lit up in pink tones to pay tribute to the haute couture experts and influencers who had been invited to offer them a new, more traditional perspective of fashion in their countries.
Impact on the industry
The immersive experience of the script, with the very important accessory that the bracelet represented, gave rise to many reviews in blogs and specialized magazines that marveled at the atmosphere that there was in the venue when presenting a new collection.
A show measured down to the last detail, with hundreds of people in the audience recording each moment for their social networks, with the repercussion that this entails: more impressions, more reach and more followers on Instagram and TikTok, which far exceeded their records of visits with the publications of the account itself. Something ideal to promote the parade that will follow.
New contacts, mainly from stores with unique and special approaches, with whom they exchanged fruitful wishes to collaborate as sponsors in such outstanding presentations. In this way they added new business opportunities to their portfolio and got to work on it, in addition to taking sufficiently into account individual clients or from other sectors that could bring them some profit when it came to growing.
And last but not least: internationalize the brand and achieve that transgressive style that could finally be shown to the fashion world in other countries.