Vine Mosaic Brings Kenneth Cole Fans To The Virtual Front Row
The designer hired professional Viners to capture his Spring 2014 show as it unfolded.
- 15 september 2013
The theme of Kenneth Cole’s Spring 2014 presentation on Saturday was “Your Point Of View Depends On Your Points Of View,” a mantra that was made clear by the pervasive use of social media throughout the show.
Working with ideas and innovation company AKQA, Cole hired professional Vine videographers such as Meagan Cignoli and Jesse Hlebo to capture the presentation as it unfolded. Every few seconds during the one-hour show, a new Vine was added to a dynamic online mosaic so that fans could watch all of the behind-the-scenes prep, exclusive designer interviews, and the models hanging out backstage.
Cole tells PSFK, “Everyone now has access to content that used to be limited to the fashion elite. Now it’s accessible to everyone, everywhere – anyone can sit in the front row at a show, virtually.”
Standing on two opposing stages, the models were equipped with smartphones and were Instagramming away so that we could see the show from their perspective as well. The show’s attendees were also encouraged to get in on the fun and share their own shots using the hashtag #kcviewpoints.
“It’s not necessarily about ‘buy now, wear now,’” explains Cole. “It’s about ‘see now, consume now.’ People are their own brands, and are consuming fashion digitally by pinning, posting, instagramming, tweeting, and vining.”
More than 200 Vine clips and Instagram shots were included in the mosaic, which was shared live during the event and can be viewed now as well. This fresh take on the traditional fashion show exemplifies a best-in-class way to correctly merge fashion and social media, and has paved the way for more media collaborations like this to come.