Free Event has been chosen by a leading multinational holding in the fashion industry to organize the first digital press day dedicated to the EU market.
Two dynamic sets were set up inside the brand’s new showroom, located in Milan’s fashion district, where the brand’s PR Managers welcomed over 40 industry-leading publications, including Vogue Italy and London, Elle, Harper’s Bazaar, Tatler, and many more.
For the first time in the industry, despite travel restrictions due to the pandemic, editors from all over Europe were able to embark on a virtual journey through the showroom, discovering every corner along with all the garments and accessories designed for the 2021 Fall/Winter season.
For the brand, FREE EVENT developed a digital portal containing all assets, divided by the two brands under the holding company, allowing users to view and download photos, videos, and mood boards. Editors, invited through a custom scheduling and calendar system created by the agency, accessed their dedicated platform at the scheduled time and were greeted by a video concept dedicated to the 2021 Fall/Winter collection, produced by FREE EVENT specifically for the event.
Following this, all participants had the opportunity to interact—and see each other—within a mosaic-style layout, which then transitioned into full-screen mode when the PR Managers, seated in the set, guided them through the new garments and accessories. A system of dynamic cameras enabled detailed product showcases and facilitated dialogue with the editors. Two sets in different areas of the showroom allowed for a tight schedule of meetings, leading some editors to describe it as: “By far, the best press presentation ever seen.”
“We are very happy to have taken another step forward in the fashion industry, especially alongside such an important international holding, whose name we unfortunately cannot disclose,” said Federica Turroni, Content Director and Project Manager who oversaw the event for FREE EVENT. “We had the opportunity to hear firsthand the enthusiastic feedback from some of Europe’s top fashion editors, which helped us understand just how truly innovative this initiative was. There is no greater satisfaction than this.”
FREE EVENT, which managed every detail of the event—including direction, content, video production, digital platform, and technical execution—is proud to have taken another important step into the fashion world, adding another market-leading brand to its established clients, including Armani and Trussardi.
