If it wasn’t for the screaming teens running after Selena Gomez in her Cadillac, down 11th avenue in New York City, you wouldn’t have know that an Adidas fashion show was taking place. It was a scramble, boys and girls dodging on coming cars just to get a picture or say ‘I love you’ to the celebrity. On Wednesday, Neo and Selena presented #Neorunway. The event, which was the worlds first tweet-powered fashion show created entirely by teens, showcased the brands new Fall/Winter 2014 collection in a exclusive performance for the digital age.
This wasn’t any ordinary show as adidas Neo Label gave total control of every aspect of the show via Twitter to teen fashion fans across the globe. Teens had the power to decide everything from music, lighting, and the set design to styling the fresh new looks of the models walking down the catwalk.
Selena, global style ambassador for the brand, impressed her fans as she presented key pieces from her own Fall/Winter collection for adidas Neo Label.
Teens from around the world participated in the show, using the in-card voting mechanic from Twitter to choose between options. NEOLovers voted for two weeks prior to the show to decide what clothing, hairstyles, and makeup the models should wear. Teens could vote up right to the last seconds of the show, voting for a winter setting that showcased falling snow.
Inspired by the spirit of the adidas NEO Label’s Fall/Winter collection, the events rare set was styled with a city street scene with cement steps, bikes and urban poster graphics. Cityscapes captured by teens around the world were also showcased in the design of the event.
After the show was over, this what Selena had to say: “This show was incredible because it was styled by teens who will actually wear these looks. Our NEOLovers did an amazing job with their NEOrunway”
While some teens were ‘tweeting away’, creating the look of the fashion show, a team of young bloggers in the background were brining the show to life across media channels. These #NEOrunway recruits worked with industries experts to manage the glam, styling, photography, videography and social media reporting of the event.
Claire Midwood, Vice President of adidas NEO Label, said: “Today has been truly special – we’ve given teens unrivaled access to the inner workings to the NEO Label. It was their show, a celebration of the hearts and minds of NEOLovers all over the world. NEO encourages consumers to live their style and today was the ultimate expression of that.”
Stay tuned for the #NEOrunway wrap video which will be available on the adidas NEO Label Youtube channel on Sept. 6 – www.adidas.com/adidasneolabel