The American fashion brand Kenneth Cole provided a unique perspective at its Spring 2014 collection during the New York Fashion Week show, which took place on September 7. With the help of the AKQA digital agency and Vine, a Twitter-based app for sharing 6-sec videos, the brand managed to demonstrate how the new collection was seen through the eyes of popular video bloggers, such as Meagan Cignoli, known for her stop-motion Vine videos, Jesse Hlebo, Jason Mante and others. As a result, a “breathing” wall of over 120 short Vine films that document the Kenneth Cole Spring 2014 show, was created.
The Vine contributions, which captured “in-depth craftsmanship, behind-the-scenes preparations, and fashion debuts in action,” were displayed on-site on plasma displays in the show’s settings.
“I’ve always believed fashion is the one true universal language. And now through the ever-emerging social platforms we can make it available to everyone, everywhere. The messaging this year with the help of 6-second short videos will allow everyone to experience the product in a more curated way,” commented Kenneth Cole.
“The live stream Vine mosaic takes a single event in New York City and transforms it into an engaging global experience in an entirely new way,” added Rei Inamoto, CCO/VP of AKQA.