It was the biggest fashion event the brand has ever hosted, with over 650 guests in attendance – with a pioneering digital element.
Held at hip warehouse venue Tobacco Dock in East London, says Hearst UK, the event encompassed a cocktail reception, live music performance by Nina Nesbitt, a catwalk show styled by top fashion bloggers and an after party until the early hours.
Each high street brand were represented by their chosen fashion blogger, who styled their unique segment of the catwalk show; Megan of Pagesbymegan.com for ASOS, Emma Hill of ejstyle.co.uk for M&S, Ella Gregory from cocosteaparty.com for Next, patriciabright.co.uk for Oasis, www.hannahlouisef.com for Primark, Kavita Donkersley of www.shewearsfashion.com for River Island, Doina Ciobanu of thegoldendiamonds.com for Yumi, and Amy Bell of www.thelittlemagpie.com for Warehouse.
The whole fashion event was filmed by ClickVid, a company which creates innovative digital video content for cinema, TV and the web. According to the publishers, company.co.uk is the first major publishing brand to harness their skills by producing a unique video where viewers can shop the catwalk looks they loved, directly from the catwalk.
Each high street brand will stream an edited version of the video from which customers can directly click to buy, while company.co.uk’s readers can enjoy the entire runway experience, with the option to purchase their favourite looks directly from the videos.
Group Publishing Director for company.co.uk, Greg Witham says, “The smash hit that was BSHS is testament to the successful transition of the Company brand, from it's print heritage to a thriving digital community.”
“This major fashion event celebrates how in touch Company is with the blogging community,” added company.co.uk’s editor, Theresa Caney. “Combining major high street brands with digital innovation is the perfect way for our readers to shop the new season, learn about AW14’s key trends and pick up styling tips.”