Aug 16, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
May 03, 2016
By Sarah Owen
The fashion and tech industries have become synonymous with each other but in the past, were once deemed to be of two very separate worlds. In recent years, we have seen technological innovations across design, consumption, and communication which have proved the lines between these once very far removed industries are increasingly blurred.
In recognition of this phenomenon, the theme of this year’s Met Gala, Manus x Machina, acted as an ode to the union between man and machine across the fashion landscape. In true pop culture fashion, celebrities documented the entire evening from the carpet to the performances inside to the after parties following and Snapchat proved to be the platform of choice.
Whether it was the Met Gala channel, unique geo-filters, or behind-the-scenes moments courtesy of the attendees, the video platform gave those of us at home on the couch our very own exclusive invite to the fashion event of the year. A picture might be worth a thousand words, but a Snapchat story can certainly narrate the evening.
The Met Gala channel
The Met Gala channel featured the Jenner’s, Miranda Kerr and Kristen Stewart among others throughout the evening. From getting ready, to walking the red carpet, to the dinner, the party of the year was captured at every stage and included special, unfiltered moments that gave the celebrity aura a sense of reality and approachability.
The use of geo-filters was prevalent from the generic ones including “The New York Met Gala” and “Party of the Year” to those personalised for stars including Katy Perry and Miranda Kerr.
Karlie Kloss’s Snapchat quick-change
When it came time to get ready for the after party, Karlie’s team simply took her Brandon Maxwell dress from gown to miniskirt with a pair of scissors while snapchatting the entire thing.
The brand told their Met Gala story by capturing slightly blurry teaser images with words like “time for the ball” followed by images of the actual party. They told a story from prepping for the event to the red carpet. It was a refreshing and cohesive story that felt like a constant narrative ran through it.
There were behind-the-scenes takeaways that made the event all-inclusive for the first time. By attendees snapping these moments like the iPhone cookies or a guest’s LED light-up shoes, for example, the event transformed from ultra exclusive/invite-only to being inclusive and revealed to all.
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