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Lame khaby12/1/2023 The reason for her confidence? The collective creativity, diversity and reach of that carefully assembled cast. Yet, Sullivan was upbeat: “I can also tell you that within 48 hours of the show going live we will generate five times the cost of the event in media value alone - that is for certain,” she said. Chasing social media eyeballs while New York Fashion Week is in full-swing is no easy feat. The film we were watching - and which went “live” online at 3pm CET today across Instagram, TikTok, Weibo, YouTube and other channels - cost up to €2 million to execute, Sullivan indicated with careful non-precision. When Lame appeared on screen for the first time, mooching across the sand in a white jersey suit, the cheers were loudest of all. Over the last two days they had worked from sunset to sunrise in another desert location, filming variations of their group walk, over and over again now at last they were seeing the result. Accompanied by around 250 guests, they were here to witness the first showing of a new filmed Boss see-now-buy-now presentation of its Spring/Summer 2022 collection, in which they were all cast. Dubai time, in a desert camp 40 kilometres outside the city, 45 people with a combined social media profile of more than 300 hundred million followers raised their glasses and howled their approval at a large LED display.Īmongst them were TikTok superstar Khaby Lame, supermodel Taylor Hill, and tennis sensation Matteo Berrettini along with the rest of the group, they were cheering each other as they appeared on the screen. To receive the Vogue Business newsletter, sign up here.
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