Adidas invited teen fashion fans to use Twitter to control every aspect of a fashion show it held yesterday in New York City for its NEO label. Fans were given the power to decide on everything from lighting, music, and set design to styling catwalk looks for #NEOrunway show, part of New York Fashion Week. Ex-Disney actress and teen favorite Selena Gomez hosted the show, which featured pieces from her own Fall/Winter collection for adidas NEO (which is aimed at teens).
Iris Worldwide coordinated the project, using Twitter's voting mechanic to let fans choose between options for the show. While it's not the first time a fashion brand has used social media to customize a show (both Topshop and Burberry have been innovators in this field), letting viewers vote right up until the show's opening moments added an extra level of engagement. Fans could vote right up to the final moments before the show, choosing whether to close it with a fall-themed finale featuring crisp wind and crunchy leaves or a wintry setting showcasing falling snow.
According to Fran Derry, group account director at Iris: "Certain show elements like location and main set-build were planned in advance, but decisions on the runway outfits, the hair styles, makeup, music, etc, were all decided by the fans. That meant we had to be prepared for every possible outcome and constantly update our plans as new decision votes came in."