FASHIOn SHOW
& event
gibson x sxsw style kickoff party
Designed to tell the story of its brand growth and product innovation in an organic, authentic, and fun way, Gibson Brands strategically partnered with South by Southwest to host its official SXSW 2017 Interactive/Style kickoff event.
However, before delving into the event's specifics, let's discuss the unpredictable Texas weather.
On that day, Mother Nature sent an EPIC storm, complete with an unrelenting torrential downpour. However, we told her she'd have to try harder as a little rain and the always-present tornado threats weren't about to dampen our spirits. Instead, under a tent meant for star gazing, inside our "packed house," sipping on Austin's handmade vodka cocktails and over a soundtrack curated by Wade Crescent, in true Texan fashion, our guests showed their Texas-sized resilience and embraced the weather.
Imagine Gibson guitars and Philips Home Entertainment headphones blending seamlessly with our Texas-inspired street-styled looks pulled from Neiman Marcus... complete with cowboy boots and vegan nail polish. The models danced through rain puddles to a soundtrack of badass Gibson guitar-playing artists remixed by Akira the Don. And the decor? It was a unique blend of vintage furniture, custom reclaimed wood bars, a versatile step and repeat meets runway backdrop, of reused flowers and hops from previous events and later composted.
With no pause in the storm insight, we carried on as guests danced and twirled through these same puddles while rocking out to performances by emerging artists Erika Wennerstrom (Heartless Bastards), Band of Heathens, Emily Wolfe, The Shelters and now multi-Grammy nominated New Vocal Group of the Year 2018 ACM winners, Midland.
As our event ended and the clock struck ten—quicker than a guitar strum—our power generators said goodnight, reminding us of why you Don't Mess With Texas!
WHAT WE DID
Creative Direction + Executive Production + Event Management: Location Scouting, Custom Fabrication Design, Foam Free Floral Design, Guest Curation, Sustainability Strategy
Fashion Show Production: Retail Partnership, Direct + Choreograph Fashion Show, Styling + Fittings, Model Castings, Hair and Makeup Direction, Fashion Show Soundtrack
