During Fashion Week, so many brands show off their art on runways. In a raging war for attention where shows are sometimes as important as the outfits, what could boost Loewe’s fame even more? For their F/W 2023 Women's collection, they decided to break the rules of fashion shows.

They already had a strong presence on TikTok and wanted to go further with something new and "never done before" in order to gain more engagement and followers with their brand.

How can we engage all Loewe and fashion fans around the world into a post-show experience that would break the mould of both fashion shows and TikTok creative codes?

"Remix the runway" allowed all TikTok users people to play with the show on the brand's account by turning the grid into the runway for a week after the show.

The account was cleared from all its content and upload with this Women's FW23 show cut in 54 parts. 84% of the time spend on TikTok is on the For You feed (main feed) only this time against the ways to create content it happened on the brand's account.

Through TikTok's most native gesture (the scroll) people were able to consume the show and remix it, breaking the creative codes of both fashion shows and the platform.

Scroll, pause etc each user had the possibility to remix the show and create his own and unique viewing experience.

4 cameras including one shooting only for TikTok.

Millions of users were able to create their own viewing experience through one gesture.

- Through a TikTok social listening, we found out that fashions fans around the world document their waiting outside of fashion shows during fashion weeks. Around 40k posts from people filming the outside of fashion shows during Fashion Week. On TikTok, some brands (like Kenzo) even made this outside a part of their show and the waiting screen of fashion shows is the entrance of those events.

- Some content creators/fashion enthusiasts also engage with TikToks around the theme "how to get into Fashion Week without an invitation ?"

How this post-show activation could target all fashion enthusiasts around the world and all users who one day would have wanted to get an invitation to a fashion show?

-> The approach was to find an idea that would be open to all TikTok users to break the codes of fashion shows and create brand love.

For a week, Loewe's TikTok account became their runway.

All the content was cleared and only the show cut in 54 parts (with one POV unique to TikTok) was there to be remixed by users.

For the week the experience was live, a TikTok from the brand showing the experience on the set of the show was aired with a direction to the account.

The idea was global and opened to the +1B monthly active users the platform has.

#1 Fashion shows are for guests (and cameras) only and this time all +1Billion TikTok users were able to attend. It became the most opened fashion show in the world.

#2 Fashion shows are top down and are the vision of the fashion house's Creative Director. Only this time Loewe let 40 millions users remix and control the show. Each user had its own unique fashion show, seen the way he scrolled it.

#3 84% of the time, users are on the For You feed on TikTok.

The brand's grid doesn't matter. This time, against the way content are seen on the platform, the campaign was on the brand's account.

Some items from the collection were sold out within weeks after the show, Loewe's presence on TikTok became stronger (+30 000 new followers) and they're now one of the most powerful TikTok brand in the world.