CREATING PARIS FASHION
21 January 2016
By GARETH COOPER
Broadwick Live were delighted to gain the opportunity to produce a Paris Fashion show production for Y3, the legendary high level fashion brand and esteemed offshoot of Adidas. Our brief was to produce an intense, perfectly choreographed 15 minute session at the January 2016 edition of Y3’s Paris Fashion Week activation. In a security paranoid Paris that was still smarting from the wounds of November’s awful terrorist attacks, we managed to execute a state of the art fashion show inside a battered old warehouse on the outskirts of the city. We developed a concept that fitted the monotone and minimal aesthetic of the collection. Y-3 debuted its sleek Fall/Winter 2016 collection during Paris Fashion Week, showcasing the unmistakable design strengths of both Adidas and the godfather Yohji Yamamoto.
The show itself took place in within the confined space of an underground car park in central Paris. The idea was to play with the audiences’ sense of space and depth with the use of an IPIX DB1 screen at one end of the long narrow concrete cavity. Using clean, crisp, monotone 2D and 3D animations, we played with themes of infinity and graphic interpretations of space. Animations ran for the length of the show, and worked closely with the composer animating and editing onsite to the final track, through rehearsal and up until the moment of the show.
The Y3 January Fashion Show was a complete success, and alongside the celebrated physical execution of the show, Broadwick Live also managed the content capturing throughout the process. A documentary series on Yohji Yamamoto was established, and plans are underway for the next instalment of Y3’s Paris Fashion Week this June 2016, where Broadwick Live will be producing the entire show once again alongside managing the content creation and he post-event content deployment.