THE CHALLENGE
Make Verizon part of the big conversation during Fashion Rocks, a prominent event where fashion, music, and celebrities take the stage during Fashion Week, in a relevant and innovating way.

THE OPPORTUNITY
Design and create the first-ever outfit made of real-time imprint designed by social media users virtually present at the event, and feature it at the end of the event as the ‘great finale’.

THE OUTCOME
In Fashion Week 2014, Verizon put on the event Fashion Rocks at Brooklyn’s Barclays Center. Ryan Seacrest hosted the show, while performers like Afrojack, Duran Duran, Jennifer Lopez, KIS, Miranda Lambert, Nico & Vinz, Pitbull, Rita Ora, The Band Perry and Usher entertained the crowd. From the start of the show at 8pm to it’s finish at 11, viewers both at the event itself as well as those watching on their TV’s were tweeting and re-tweeting their socially cast votes for their personal favorite musicians. Each individual vote was gathered into an algorithm, developed by LA based Influxis, which was used to create a fabric print design that came into creation as the votes streamed in. As the tweets were received, the design was being printed in real time. Five yards of continuous fabric reflected 3 hours of live tweets and social information, resulting in a quite beautiful design that we printed on Silk Habotai which would be then passed on to Project Runway winner Christian Siriano for him to design and one of a kind gown to represent the event and concept of real-time social information.

Work done in collaboration with McGarryBowen, NY | www.mcgarrybowen.com