We made fashion history by creating the first piece of fabric entirely out of social media conversations. Using social listening tools, we analyzed and aggregated online conversations around fashion and music during the night of 'Fashion Rocks.' When someone mentioned a specific artist or brand a printer printed the assigned shape or pattern onto the fabric. This happened live all night. Once the fabric was finished we team up with Christian Siriano to create a dress and cape which was revealed during a launch party. The dress and cape were then auctioned off to raise money for 'Dress for Success'.
This campaign generated over 173 million earned impressions.
The Digiday Award: Most Innovative and Creative Use of Content