I could almost hear the brand manager of the clothing line Inhabitant saying “I want to create the biggest fashion show for a winter collection. How do we do that?”
The Creative Director of Eness goes, “Oh, that’s easy. Let’s color a mountain.”
That’s Exactly What They Did
Using a snow mapping software, Inhabitant and Eness colored the Mt. Naeba in Japan. They also created colorful patterns that interact with the snowboarders when they fly, land and slide down the ramp. Audience were also given an iPhone app that allows them to interact with the visuals.
This is supposedly the brands second year but the day before they were to stage their first show last year, earthquake struck. They cancelled the show but not the vision.
Extreme for Extreme
The show is so exciting that it makes you want to scream to the top of your lungs, “That’s how you freakin’ do branding. That. Is. How. You. Do. It”. It is so consistent and relevant to the brand. Inhabitant has always pride itself for taking their designs and quality to the extreme. They support extreme sports [like snowboarding] and market their products the extreme way [like coloring a mountain].
But We Can’t See The Clothes
I always argue that fashion shows are more about branding that a live catalogue. I quickly realized that after I saw how weird the make ups are and how unrealistic the body of the models are. This is no different. Sure, the clothes that Inhabitant is selling can hardly be seen with the images projecting on the mountain and on the snowboarders.
The point is establishing what the brand is all about. They are fearless, bold, and, well, extreme. They don’t do anything half-baked. When they do something, they will either set the standards for the whole industry or stay home.