Y-3 Fashion’s First Interactive Livestream

ADIDAS Y-3

Fashion’s First
Influencer Livestream
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The SS13 collection was revealed at New York Fashion Week marking the 10th anniversary of Yohji Yamamoto’s unique partnership with adidas. Athletes, celebrities, and fashion mavens gathered at St John’s Center, transformed by Dev Harlan’s 3D projections. To celebrate the event, we extended the short moment in time into the first-ever interactive, multi-view and shareable livestream experience.

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INSIGHT

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The objective was to maximize reach and engagement on Instagram during the Paris Fashion Week by using the latest live streaming technology on Instagram. It was essential to create a multiple view in order to champion the iconic footwear without losing the view on the full-body look.

INNOVATION

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The first high-resolution broadcast seamlessly wove multiple angles together at once and was the first of its kind on Instagram. In the following season the Instagram livestream was extended by a split-screen experience presenting both full-body looks and the iconic Y-3 footwear close-ups in real-time. 

IMPACT

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The first Instagram livestream of a fashion show became a conversations driver for Y-3, manifesting its pioneering character. Fans were impressed with the collection and livestream innovation, describing the experience as GOAT. 94% of total Y-3 show buzz happened on Instagram

Brand: adidas Y-3
Project: SS13 First Interactive Fashion Show at NYC Fashion Week
Responsibility: Creative Direction, Art Direction, Digital Marketing, Digital Media, Social Media
Creative Partners: Acne, B Production

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