WHAT WE DID
CREATIVE DIRECTION / CONCEPT FOR SHOW
We created an immersive fashion presentation experience for London Fashion Week; Men’s to unveil Paria Farzaneh’s AW18 collection, along with Farzaneh’s Converse activation. We shot campaign imagery before the presentation opened to the public, along with images for Vogue Runway, which went online shortly after the presentation finished. We devised the idea of setting the presentation in the basement of a Persian restaurant, as a disruptive tactic during the often predictable and over saturated show schedule of London Fashion Week. The concept of the presentation itself was built around the Iranian home, and the unlikely intersection of the characters that can often inhabit this environment. We created several sets to give a transportive feel, and used an “immersive theatre” approach for performances from the models. The show was a large success and catapulted Farzaneh to viral fame within the streetwear market.