Forever 21 was looking to create something real with its "fashion for the people" runway show, so it decided to go with holographic models.
The fast fashion retailer worked with space150, a digital design agency, to create eight shows that it will take around the world. The first show had its debut to celebrate the grand opening of the chain's flagship store in Vienna, Austria.
"Our customers are always searching for the next big thing, or fashion trends before they happen," said Linda Chang, senior marketing manager, Forever 21, in a press release. "We love that about them, so we are always thinking about how to surprise them, show them things they've never seen before and give them new exciting ways to get involved with Forever 21."
"Forever 21 is a phenomenon. They're a leader in bringing accessible, up-to-the-minute fashion to customers everywhere. We designed these holographic shows as a more advanced way to premiere a new line that is more controllable, less hassle and has much greater impact for the same price as a traditional runway event," said Billy Jurewicz, founder and CEO of space150.
"We're not saying the traditional runway show has seen its end, but this technology and concept really rethinks the idea of what a runway can now do," Mr. Jurewicz added.