[ Mixed Media Presentation ]
Departing from a conventional runway show, the Qasimi SS21 Collection Launch featured a digital mixed media presentation that de-constructed a show's structure and compartmentalized the assets created for maximum reach.
The presentation included a Film, a commissioned soundtrack, a set installation, lookbook photos and a lookbook video, as well as a variety of content documenting the process. The project was released over the span of a week through multiple channels and partnered media during both menswear and womenswear fashion weeks.
• Conceptualization and direction of 4 simultaneous photo/video shoots, under strict physical distancing rules.
• The SS21 launch coincided with a revised wordmark and brand image.
SS21 Collection Graphic
04. Set Installation + 04. Set Projections
The mixed-media presentation included a commissioned soundtrack by Somali-born, UAE-based hip-hop artist, FREEK, who combined spoken-word in Arabic and English to produce the sound of the collection launch.
02. Main Film
Specific photography and video lookbook assets covered in-depth the garment's construction, materials, colors and fit.
05 Casting + 08 Details
Assets documenting the seasonal collaboration with artist Nari Ward, collection details, and casting, gave a more immersive overview of the project.