Fashion Week – it’s like the Hunger Games in stilettos – and the prizes are invitations. Editors, PR flack, bloggers, and buyers compete for coveted invites to runway shows and parties. One of the week’s most anticipated events was the launch party for Target’s collaboration with fashion darling Phillip Lim. And guess who snagged a place on the guest list? That’s right…we were rubbing shoulders with Jessica Alba and Solange Knowles at Spring Studio on Thursday night.
Although the 3.1 Phillip Lim for Target collection isn’t scheduled to debut in stores until September 15, the launch party provided an opportunity for tastemakers to shop for items from the collection and mingle over cocktails and canapes.
Fashion week is always a spectacle and typically the spotlight is on the clothing, but at Target’s party technology overshadowed style. For the party, Target produced the world’s longest cinemagraph – an interactive digital image with moving parts – that virtually took you on a tour of six North American cities. The exhibit completely blew us away (literally!). As party guests stepped up to the start of the screen, they were directed to blow on an apparatus to get the interactive installation moving, a gust of wind appeared on a section of the screen and we were transported to Los Angeles, then on to Dallas, Toronto, Chicago, Miami, and finally, to New York where a virtual Phillip Lim walked guests through his entire Target collection – from pajamas to party dresses. There were more than a dozen interactive areas in the cinemagraph that took over four months to produce.
3.1 Phillip Lim for Target blows into stores on September 15 – and if Thursday night’s shopping frenzy was any indication – it will be snapped up so quickly that it will seem a virtual reality.
Below are a few looks from 3.1 Philip Lim for Target (Target: Trumbull and Stamford)
images of collection courtesy of Target