Parfois backstage
BRIEFING
At the launch of the FW18/19 collection, Parfois asked us to do something distinctive: to create a backstage experiencesupported by the concept “Iconic”, the theme of the new collection.
In this event, we presented theParfois woman as an icon, not for what she owns, but for what she does and the people she inspires.
SOLUTION
The 1980s served as the framework for embodyingthe spirit of the iconic concept in a backstage event.. In this revolutionary decade, what was different was not rejected, but rather welcomed by the mainstream. The unique, complex, and eccentric side of the Parfois woman was the message we wanted to convey, to turn the intangible iconic into something real. We believe that just like the brand, the woman is also built little by little, inspired by various influences and in a constant creative process, and for this very reason the invited influencers had the opportunity to take an exclusive look behind the scenes and the creative process for the brand.
In the morning, the influencers were taken to the Harley studio in Madrid, a very large industrial space, which reflected precisely the “modern warehouse” image we were looking for to create the backstage effect. Upon entering the venue, guests had their first encounter with the behind-the-scenes theme, as they encountered aa real-time photo shoot n the center of the studio. First, they were shown a video that explored the history of Parfois and the dream and journey of the founder, Manuela Medeiros. They saw the collection firsthand and had access to the creation station, a room where they could watch the brand’s designers in action and understand the dynamics of collection development.
Afterward, Chef Caco presented the guests and the Parfois team with a Show Cooking, where everyone had the opportunity to garnish their own lunch.
In the afternoon, the bloggers went through several stations of the venue, where they could create their own iconic pieces in a workshop of Tie-Dye, a technique of artistic dyeing of fabrics,and Patterns, the drawing of patterns. The day ended with dinner at one of Madrid’s best restaurants, the Cannibal Raw Bar, in an exclusive and intimate dining room for the guests and team.
For the first time at a Parfois event, we allowedthe rest of the community to join the action.
For the first time at a Parfois event, we allowed the rest of the community to join the action. Through a contest in the brand’s social media, there were 20 openings for the second day of the event, where the participants had the chance to get to know and network with the brand’s creative process and team.
RESULTS
- 301 stories shared on Instagram;
- 62 photos shared on Instagram;
- 212,487 interactions generatedon Instagram;
- 24 shares on Facebook;
- 1130 interactions generated on Facebook;
- 2 blog posts;
- 25 generated blog interactions;
- 232 views on YouTube.
