What would happen if a fashion catwalk could not be seen because it happens too fast? The answer has been given by the Concept Store specialized in running, and Strava, the popular social network for athletes, with its last joint action: “The Catrace”a parade that has broken into Paris Fashion Week.
For less than a minute the guests witnessed a parade that was lived as a fast flash
From the hand of the agency BETC, Distancy and Strava have sought to claim the essence of sport in a context in which the Sportswear He has conquered haute couture but, many times, only in appearance. “The fashion week was the perfect time to confront the values of distncesays Guillaume Pontier, co -founder of Distancy.
Thus, in “The Catrace”, there is no supermodelos walking with a serious gesture under warm lights. Instead, there are professional athletes running As part of a demanding race, wearing pieces designed to practice sports, not just to parade. For less than a minute -which lasts a sprint -the guests witnessed a parade that was lived as an unexpected and fast flash.
The concept starts from a clear premise: if we talk about Sportswearthat there are real sport.
“It was evident to build a bridge between fashion creativity and the world of sport, especially in this period so culturally relevant to France”explains Grégory Vermersch, head of Strava in EMEA.
The aesthetic proposal was in charge of the stylist Stephy Galvani, who has reinterpreted the code running codes Couture. Nylon, technical tulles, polyester, laces, bags, straps … each drink of the athletic universe to create a Sportswear That looks good but, above all, it feels in motion. “Putting sportswear during a parade was simply logical. This is how it should be lived”says Galvani.
The production of the campaign has been in charge of Soldats, with the direction of Guillaume Allantaz, who also took care of photography, betting on an aesthetic that breaks with the classic catwalk summary videos.
“We wanted to return the sport to Sportswear with a distance, but without giving up the fusion with fashion. And there is no better partner than Strava to make that mission come alive”says Damien Clanet, associate director of BETC.
Since witnessing the live show was something, by definition, fleeting, Distancy has announced that he will publish on his Instagram profile A slow camera version so that followers can appreciate the details of each look. In addition, a lookbook Digital will value garments and, again, to sport as the heart of the collection.
With this action, it seeks to gain notoriety in the fashion ecosystem while reinforcing a positioning towards sport not only as aesthetic inspiration, but as the starting point, language and the medium.
