In what was one of the most spellbinding moments of SS16, Hussein Chalayan’s Paris Fashion Week show closed with two models standing under a shower, their clothes completely dissolving. It was a spectacle that bordered on performance art, or perhaps even scientific experiment. In front of a live audience, the Hussein Chalayan water soluble garments – crisp white shirt dresses – disintegrated to reveal two different designs, gowns decorated with thick black stitching and white appliqué petals embellished with Swarovski crystals.
Shot at Chalayan’s London studio and in the Salle Melpomene at Paris’ Palais des Beaux-Arts, VM were enlisted to help optimise the viral potential of this awe-inspiring moment. With 4 manned cameras and additional locked-off Go-Pros, VM were suitably prepared to successfully capture the one-time-only action.
Quick-turnaround edits for Dazed Magazine and social media platforms were rapidly produced, to go live immediately after the show’s spectacular conclusion. One UGC film went on to generate over 10 million views on Facebook, within one week of the Paris Fashion Week runway show.