To promote the collection in a different way and catch the attention of the audience we did a unique negotiation with the host covering the celebrity trend report on the red carpet. During the live show, we dressed her in a white gown as she discussed what people were wearing on the carpet and the trends for the season.We projected with a high definition projector our complete spring collection onto her dress while on screen interactive overlays showed the price, available colours, where to wear it and what to mix it with.

More than 60 combinations were projected.The action had a total of 6 minutes of airtime.During the event the action became a trending topic.The next day it was talked about in different media channels.This and other actions helped La Sirena’s fashion department reach a 53% in buying preference while its social network increased 620% (In a 5 month period).