If asked how a shoe brand could show its wares on a runway effectively so that the audience was both engaged and able to see the shoes without being distracted by non-brand clothing, I’d be pretty stumped. And I’d probably argue that a show wasn’t necessary. I certainly would never have come up with the extraordinary show put on by Swedish Hasbeens, which left me breathless and astonished. One of the best fashion presentations I have attended as an editor in my entire ten year + career. Full stop.
Having engaged the services of some pretty spectacular gymnasts, they choreographed a show of skill and beauty that still managed to focus on the shoes, and emphasise the connection between Swedish Hasbeens sensible, practical (but still attractive) footwear and health. Genius in fashion form. Anyway, you MUST watch the very short (18secs) video here. It is really quite extraordinary. (If reading this on my daily email, you’ll need to click through to LLG — it’s well worth it, I promise.) There’s another short video at the end of the post too, featuring a female gymnast.
Swedish Hasbeens on sale here & here
{ 4 comments… read them below or add one }
I’m totally blown away! I didn’t even know that shoe companies had fashion shows — thought it would be too difficult to show off the shoes. But these two videos are just amazing — that is one seriously strong man and one bendy woman. Lucky you who got to experience this unique show!
wow, this looks amazing! Who’d have thought — it’s ingenious. So innovative, what a creative way to showcase the footwear. Wonder who’s brainchild this was. Incredible!
Love my green Hasbeens! Very comfy too.
Swedes are so very clever aren’t they?
xx