YSL and SHOWstudio, Edition 24 live event

The web is becoming THE platform to broadcast live events with atypical formats. After Diesel Heidies or their latest fashion show, here comes YSL & SHOWstudio who will be staging a live 24-hour shoot of the new “Edition 24” collection, with Jessica Miller as the Actress / Model, Stefano Pilati as the Creative Client and Nick Knigth as Visual Guru.


The shoot will be organized in 4 acts each divided in 6 scenes. Prior to the shooting, SHOWstudio asked users to send their script for the different scenes. Submissions are now closed. You can read them here.

Transparent and integrating the user, this campaign is a very interesting and bold move by YSL. Letting users create its content for the launch of a new collection is good, but to take the risk of actually shooting it live, this is excellent.
Courageous and rewarding PR campaign. Very now, very digital. Is someone at YSL is listening to what’s happening.

So, Sunday the 15th of July, go there and enjoy the show.