As the French fashion house founded in 1945 celebrates its 75th anniversary, the TikTok application offers Parisians a live broadcast of this exceptional Balmain fashion show. For the duration of the weekend, you could find signs on the ground at the edge of the Parisian quays in the form of stickers with the QR code Balmain x TikTok (between the Alexandre III Bridge and Notre-Dame), an operation signed Urban Act!
At a time when deconfinement is still recent, Olivier Rousteing, artistic director of the famous Balmain brand, is betting on a glamorous, digital and atypical fashion show.
One date: July 5, 2020, on the banks of the Seine, in an iconic environment of Paris for a "phygital" experience! The Fall/Winter 20-21 fashion show for Balmain took place on board the barge "Sans Souci". A visual indicating a date on the mysterious QR codes laid out on all the quays of Paris, thus allowing to admire the fashion show in several ways: exclusively via the TikTok application, directly on the quays or even from the top of the city's bridges.
A very specific profession, strong customer expectations and local know-how that is not always mastered
or up to the stakes, have prompted advertisers to seek Urban Act and its expertise beyond its borders.