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AZ Fashion Launch

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WRITTEN BY
SkYWIRE
Posted
February 11, 2021
Feb 9, 2021

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

www.azfactory.com


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