M&S VOGUE FASHION'S NIGHT OUT

Client Feedback:

"Thanks Timebased. Thought the event went incredibly well and receiving amazing feedback so far"

M&S

Creative Event Brief:

M&S asked Timebased to bring the Vogue Fashion’s Night Out back to their flagship Marble Arch store for a second year running. It needed to capture the excitement of the year before, whilst introducing a different treatment for the set to reflect the beautifully shot Autumn/Winter 2010 collection and advertising campaign.

It was essential that the event highlighted the key messages behind collaboration of the Vogue Fashion’s Night Out initiative with the M&S brand, whilst also keeping guests entertained throughout the evening. M&S also wanted an attention-grabbing feature to attract people into the store which incorporated the advertising campaign treatment featured in the shop windows. 

Event Planning & Approach:

Timebased took a departure from the ‘fashion tent’ concept of last year and designed a longer L-shaped catwalk and a larger backstage area to accommodate more models and production. This catwalk transformed the knitwear area of the store into a luxurious grey and white stage set for the evening, inspired by the Autumn/Winter 2010 collection.

 Hosted by M&S model, Lisa Snowdon, the collections were showcased to the audience in a series of fashion shows that echoed the different collections and key trends of the season. The configuration of the catwalk allowed for more extensive choreography to be performed, in turn increasing the length of the shows and engaging the audience for longer. Fashion guru, Caryn Franklin also returned to present workshops on key trends of the season divulging the best tips for all shapes and sizes The standout element was a huge projection screen which acted as a dramatic backdrop to the show, premiering the advert itself as well as exclusive behind-the-scenes interviews with M&S models, Twiggy and Dannii Minogue.

By signposting the event at street level with a dramatic arch at the store front, we also managed to draw more customers into the event.

Event Management Results:

Champagne was flowing throughout the show and London DJ darlings, Guilty Pleasures, provided the music entertainment for the evening. Guests left with a bespoke fashion show pass and a re-usable M&S Vogue printed tote goody bag. The night was a big success and was widely featured in the entertainment press in the following days and weeks.