Mugler Brand Activation: The Cosmic Wild West
This was a project for a fashion show production class. The objective was to create a full production concept and plan for a fashion company with a team, each of us filling a specific role within the production space. I functioned as production coordinator and choreographer. My team chose to focus on Mugler and from the beginning we knew we wanted to do something a little less traditional than a typical runway show. We instead decided to create a type of living-show-room where models would exist and act in static scenes that attendees could walk through and observe.
After we setting the path, the run-of-show and the production schedule we moved on to publicity, PR and invitation lists.
We spent a lot of time looking at the brand identity of Mugler, specifically its influence and positioning within CAMP and Thierry’s influence in fashion photography. We decided this would be the soul of the event. We focused on the Americana and space themes Mugler had used and decided to create a space-spaghetti-western. This would also capitalize on the current cowboy trend. We decided to host at the luxury trailer park in Joshua Tree.
We used the trailer park to set a show path and create three main presentation stages. Each of these include several models each ‘playing’ a designated character in this futuristic Thierry wild west.
