CLIENT : SOREL
PROJECT : MILE LONG RUNWAY
AGENCY : HELO via Crispin Porter Bogusky
The world’s longest fashion show runway brings an iconic outdoor brand to NYC Fashion Week.
To celebrate NYC Fashion Week, HELO worked with CPB to create the world’s longest runway for the iconic outdoor shoe brand Sorel. The fashion show, punctuated by a series of consumer activations including an AR-driven shoe configurator and a mini-Manhattan photo experience, took place along NYC’s Highline park — a botanical garden and pedestrian walkway created on an abandoned above ground railway track through the heart of the West Village, Chelsea, and Meatpacking districts.
The fashion show, which included 100 models ranging from professional runway models to fashion bloggers to fashion-loving New Yorkers, celebrated both the diversity of NYC women and the functional beauty of Sorel boots and shoes. In addition to the experience, HELO created a 30-second commercial derived from the event that aired on paid social and digital on the same day.
