Denim Dimensions
Beckmans Fashion Collaboration 2023.
Thirteen fashion students at Beckmans College of Design collaborated with six leading Swedish fashion brands—Busnel, Flattered, Ida Sjöstedt, Lazoschmidl, Rave Review, and Stutterheim—to craft new denim collections. These collections showcased individual expressions, creatively utilizing the distinctive qualities of denim garments, blending functionality, artisanal solutions, workwear heritage, and a rich subculture history within a contemporary fashion context. With a campaign incorporating film, photography, a lookbook, and a fashion show, our work gained a truly significant audience for all aspects of the project, including 45K for the live-streamed event.
Our Goal
Our approach was centered on curation and production, prioritizing the representation of each graduate's unique interpretation of denim. We seamlessly integrated various fashion brand marketing methods, aiming for a unified identity that could effectively showcase the diverse work of different designers and collections. This involved creating a captivating visual campaign, including a short film, photo campaign, lookbook, a physical and digital fashion show, and live stream. The result ensured that every aspect reflected the creativity and distinctiveness of each designer's collection.
Online & Print Activation
The project started with creating impactful campaign visuals, including campaign photos, lookbook, and a short film. These aimed to convey the essence and highlight the core of our communication, providing a comprehensive view of entire collections and a unified direction. The material was shared through Beckmans' online platforms, newsletters, and by each participating designer and collaborating fashion house. To enhance the presentation for the upcoming fashion show, we produced a printed lookbook featuring QR codes that seamlessly directed viewers to the complete collection of student’s online portfolios.
Physical Activation
The second step involved the masterful production of a visually arresting fashion show—a physical event with 300 guests, including fashion enthusiasts, industry experts, influencers, and celebrities, to witness and enjoy the dynamic display. Simultaneously, we ensured that the experience transcended borders by live-streaming the entire event to a global online audience in collaboration with Doors and Grandpa Electric.
The online stream featured not only a live runway but also a custom-made digital experience, engaging the audience with a pop-up live chat moderated by Beckmans. We also included in-depth interviews with fashion researchers, industry experts, creative advisers, and lecturers. Backstage interviews and behind-the-scenes content enhanced the immersive experience, enriching the viewers' understanding of the entire process. Each designer's complete collection could be readily viewed during or after the show.
Impact
"Denim Dimensions" resonated across diverse channels, enthralling fashion enthusiasts, industry professionals, and a wide local and global audience through physical and digital fashion shows, various online platforms, social media, and printed materials. The campaign effectively gained:
Talents and collaborating partners online & social media 280K
Physical fashion show visitors 450
Live-streamed event 45K
