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What is it?
Alber Elbaz launched AZ factory, an immersive film and virtual experience during couture week in Paris followed by a live broadcast a day later ‘The Talk Show’ with Alber Elbaz and friends.
He has taken this entertainment and digital approach to showcase his new collection, partnering with Net-a-porter and Farfetch in addition to AZ Factory’s own direct-to-consumer website.
Why does it matter?
Like the launch of Patrick Starr’s makeup brand last year, AZ Factory takes a launch strategy akin to a TV show, band or film. This is more than a double spread in Vogue and a sprinkling of Instagram posts.
It’s a bold gesture in a long-form style, asking you to spend time engaging with the brand (a 20 min opening film) - quite the departure from the traditional fashion approach: show you a picture/film and hope it resonates.
During a time when brands are rethinking how they operate and engage with customers, this is certainly a new, original way to launch, and “if you have the budget - go big”. This gives a true insight into the designer’s world - a place where seldom are you allowed in, so this is like peeking behind the magician's curtain.
AZ Fashion Factory
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