As promised, Viktor & Rolf shunned Paris Fashion Week and debuted their Ready to Wear Spring Summer 2009 collection online. The most interesting aspect of the show was that only one model was used to showcase the entire collection.
Yes, just one model. A Viktor & Rolf personal favorite, Shalom Harlow, was filmed over a grueling two and a half days modeling all pieces of the collection. Reportedly, Viktor & Rolf hired a professional foot massager to cater to her aching feet. Yeah, I imagine a continuous 14 hour shoot in high heels might take its toll on the feet.
Also a team of 57 was employed to perfect the virtual runway show, which included a finale featuring clapping models Shalom Harlow, Shalom Harlow, Shalom Harlow, Shalom Harlow, and Shalom Harlow.
Now wouldn’t it have been more efficient and cost-effective to hire a few models in a one day shoot? Probably. But this is Viktor & Rolf, and upside-down logic is the name of their game!
Watch the intro to the show in the video section, and check out the complete runway show at Viktor & Rolf’s official site .
What Makes This Trend Stand Out
- Single-model Runway Shows
- Fashion designers are showcasing their collections with just one model, opening up opportunities for photographers and videographers to create new, captivating content.
- Virtual Fashion Shows
- Fashion brands are creating virtual experiences to debut their collections, which can be more cost-effective and reach a wider audience.
- Upside-down Logic Marketing
- Brands are standing out by embracing unconventional marketing strategies, such as using only one model to showcase an entire collection.
Sectors Adopting This
- Fashion Industry
- The fashion industry can embrace the use of single-model runway shows to create unique and engaging content that appeals to consumers and saves resources.
- Marketing and Advertising Industry
- Marketers can learn from upside-down logic marketing strategies, like Viktor & Rolf's use of just one model to create buzz around their collection launch.
- Film and Photography Industry
- The trend of single-model runway shows presents an opportunity for photographers and videographers to create new and captivating content for fashion brands.
