The Spring/Summer 2018 collection that Hong Kong brand 'initial' sent down the runway at Shanghai Fashion Week featured models with artfully marbeled hands. Backstage, guests were able to take part in dipping their own hands to temporarily turn their own bodies into walking pieces of art with Dirty Workers Studio. As well as making for a highly photogenic end result, the process itself became a focal point for photos at the initial fashion event. In local channels on WeChat, the event quickly became a popular topic that others couldn't help but marvel at.
The theme of the fashion event was 'The Orient Express' and it celebrated everything blue. Fittingly, the brand's newest collection heavily features denim and indigo.
Body-Marbling Events
'initial' Paired Its Runway Show with an Artful Experience for Guests
Trend Themes
1. Body-marbling - Opportunity to incorporate body-marbling art as a unique and captivating experience in fashion events.
2. Artful Experiences - Opportunity to integrate interactive art experiences into fashion shows to engage and captivate attendees.
3. Photogenic Events - Opportunity to create highly Instagrammable events that generate social media buzz and increase brand visibility.
Industry Implications
1. Fashion and Apparel - Fashion brands can explore incorporating art installations and interactive experiences to elevate their runway shows and engage their audience.
2. Event Management - Event planners can consider integrating immersive art experiences into their events to create memorable and shareable moments for attendees.
3. Social Media Marketing - Brands can leverage visually stunning and interactive events to generate organic social media content and increase brand awareness.