The show was a collaborative effort between the city of Xiqiao, famous for its high quality denim manufacturing facilities, Empress Communications, and fashion designer, Clarence Ruth. As the Visual Creative Director, Hfour worked closely with Clarence and the rest of the team to create a visual representation of the essence of the three fashion collections presented in the show.
Each collection had its own unique set of content for the show. Due to the large size and positioning of the screen the show opened with a life scale subway arriving at a virtual station. The second scene featured kaleidoscopic flower arrangements made from the patterns found in the collection’s denim. The final scene was created to be sporty-etherial, to harmonize with the contemporary fashion collection.
Hfour provided creative and technical consultation into the design of the stage. Unique from most catwalks, the show’s audience was on one side of the stage only, the other side being entirely made up of high definition LED wall. The team at Hfour’s creative lab in Vancouver created content which matched the walking speed of models so the video backdrop content ‘followed along’ with the models. Without having any models in the lab, this proved to be a bit more difficult than anticipated, but with a bit of math, we managed to determine the walking speed based on average stride length and fashion show music bpm. In case anyone is arriving on this site from having done similar web searches to ours, the average walking speed of a fashion model on a runway is 1.6-1.8m/s, assuming music bpm is approximately 130.