You can choose to watch the show from the front row, backstage, or the DJ booth.
For their Fall/Winter 2022 show, Off-White is live-streaming their collection on the quick-streaming app TikTok. Scheduled on February 28, 8:00 PM CET (February 29, 3:00 AM Philippine time), the brand is releasing its late creative director Virgil Abloh’s collection designed before his death in November 2021.
READ ALSO: Platform Push: The Many Ways Luxury Labels Are Utilizing TikTok To Reach Millennials And Gen Z
@off____white Off-White c/o Virgil Abloh™ presents Spaceship Earth, an “Imaginary Experience”. Watch live on TikTok at 7:30 p.m. CET on February 28th #offwhite ♬ original sound – off____white
Using TikTok’s new feature, Live Lineup, allows creators to schedule live streams to tune in; Off-White will enable users to navigate their perspective. During the event hosted by British Rapper Unknown T, viewers can choose if they want an angle from the front row, backstage, or from the DJ booth.
Social media power
It’s one way the brand offers a broader public, specifically for TikTok’s primary Gen Z market. The activation comes after the luxury industry’s boom on the platform. Brands like Moncler, Gucci, and Burberry have about 3.6 million followers collectively and launched their TikTok accounts with starting trends—something that breeds on Tiktok daily.
@off____white Off-White c/o Virgil Abloh™ presents Spaceship Earth. A TikTok Live show hosted today by creators and Dj’s across the world ~ 7.30 pm CET #offwhite ♬ original sound – off____white
Gucci launched the #AccidentalInfluencer campaign to promote their Tennis 1977 sneakers. The hashtag currently has 2.6 million views, but it’s nothing compared to the 279.8 million views under the #GucciModelChallenge.
@gucci @itsfionatho will be part of Gucci’s upcoming project for @tiktok with users who participated in the #GucciModelChallange. Voice by @morganpresleyxo ♬ original sound – Gucci
Organic reach
Interestingly, the latter was launched organically by users themselves. Using the items already in their closets (designer or otherwise), people layered bright colors of clothing topped with a headscarf emulating the Italian house’s style inspired by advertising spreads.
Engagement like this is far beyond a like or share. Tiktok users get up and make videos, talk about the brand, and tag their friends to do the same. Of course, a brand like Off-White, who rose to fame for streetwear, would be willing to partake.
The show titled “Spaceship Earth’, an Imaginary Experience” was already teased on Off-White’s TikTok account with its first preview posted three days ago. Currently, the brand has 23,000 followers, while it only had about 900 when it was posted.
Banner photo from @off____white on Instagram.
