I say it all along to editorialize your collection from the beginning to the presentation to the retail environment.
Get away with the gatekeepers, forget about seasons. Make it about themes and ideas.
Tom Ford:
“I decided to try something new. Having a runway show has become so much about the creation of imagery for online and social media. I wanted to think about how to present a collection in a cinematic way that was designed from its inception to be presented online. I have always loved Soul Train which used to be on TV in the seventies; as it was as much about the clothes as the music. I asked Nile Rodgers to collaborate on a new version of one of his great hits from that time, I Want Your Love, and worked with Gaga to record the vocals. I then staged a full show in Los Angeles and filmed it with Gaga on the runway, Nick Knight directing and Benoit Delhomme as our director of photography. We pulled frames from the video that will be used for our look book, photographed the ad campaigns, and shot the beauty images all at the same time. It was a great deal of fun to do and I think that the video captures the spirit of the collection in a way that a filmed traditional show would not have.”
