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CONVERSE SS25 LFW
Creative Direction
Event Production
Seeding Packaging Strategy/Design
Social Media Strategy/Creation
Editor
Choreographer
What was the event about?
Read about it on Showstudio or CLASH or
GroupieMag (linked)
The collaboration with Converse lasted from Oct 2024- Feb 2025. Occurring in tandem with Converse' CHARLI XCX campaigns; celebrating club culture with charli, and the more avant garde clubkidy stylings with me + OPIA. The project was comprised of...
1_ November Seeding Package. Introducing gifting to clubkid audience.
2_January Fashion Film Release & social content rollout
3_ Feb Fashion Week catwalk show & afterparty
1_CONVERSE SEEDING PACKAGE
Seeding package for influencers & talent under the OPIA umbrella to create authentic UGC. Concept centered on DIYing the shoes to fit 'your unique stride', highlighting the ClubKid transformative nature of our scene. Marketing focus on letting the talent create the culture around the shoe organically, letting it speak for itself.
100% of our talent posted stories, reels, or posts.
OPIA spear-lined the produciton & concept of the packaging, social strategy, and created it's own content in order to become the home base // launch pad for the collaboration.
2_FASHION FILM & SOCIALS ROLL OUT
Social media roll out centered around an anti-corporate, meta-ironic marketing campaign. We established what OPIA is (a partygirl), and established that she was auditioning for the role of 'Chuck' (Converse' hero ident). Because if she can become Chuck, anyone can; a universal shoe that molds to its wearer, worn to progress culture one step at a time.
Hence, DIY became a core element to our promotion of the classic Chuck Taylor shoe. Each clubkid personalizes it, creating for their own iteration of 'Chuck'.
Obtaining additional press from Dazed & more for our outlandish stylings/mua/hairstyles
3_FEB FASHION SHOW EVENT ROLL-OUT
Our event announcement began with a series of instagram posts, showcasing Converse shoes 'DIY'd with pen marks. These customized shoes, a nod to the typical markings of Chucks in early 00's, revealed the date of our event + artist lineup.
Here you can watch the performance/catwalk:
The concept was to create a meta-ironic "Big Brother" set. A hyper-aware showcase of what it was like for Converse to take this underground community and give it such mainstream attention.
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