ara Delevingne led the way on the catwalk showcasing the new athleisure collection with River Island.
The guest list was filled with A-Listers such as Lindsey Wixon, Alexa Chung, Alexandra Shulman, Georgia May Jagger and Rita Ora to name a few. The guest list also included social media influencers, fashion bloggers and celebrities.
The catwalk was located at Piccadilly Circus in London. The billboards advertised the collaboration, each screen was set up differently. The main screen showed the livestream of the catwalk and the mini screens focused on the social media interactions on Twitter and Facebook. The guests could take pictures and see themselves appear on the billboard by using the hashtag #CaraxRL.
People could interact from all over the world by using the hashtags #CaraXRL #Cara #CaraDelevingne #RiverIsland #Cara4RL. The livestream reached 7 million people on Facebook, which is still available for playback on the River Island Facebook page. Over 6 million tweets were made during the catwalk which made the hashtags #Cara4RL and #CaraXRL trend number one worldwide. There was a GIF photo booth where guests could make funny videos that were posted on the River Island Instagram page. The Instagram and Snapchat stories showed the behind the scene action. It was clear that Cara Delevingne and River Island had taken over social media.
A pop up shop was set up nearby the catwalk so guests could do “see now, buy now” and be the first to wear the collection. This also included some limited edition bags with the Cara Delevingne and River Island collaboration logo on. Inside was a fashion magazine, a signed photo of Cara, makeup products from sponsored brands, stickers and chocolates.
If you were not invited to this exclusive catwalk event, do not worry as Cara Delevingne will be at the River Island flagship store in London, on 10th April 2017. For more information, visit the River Island website at www.riverisland.co.uk.
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