Vicky Beercock

Y-3 SS17 SHOW FILM

Inspired by a fusion of Yohji Yamamoto's favourite science-fiction and horror films, including Clockwork Orange, Blade Runner and Under the Skin, the SS17 Y-3 collection is a radical reflection of an imagined future world, frequently portraying space, time travel and life on other planets.

A minimalist, non-conformist environment provided the futuristic backdrop to Yohji Yamamoto and adidas’ provocative vision of the future of sports fashion, motivated by the unsettling themes of iconic dystopian fiction.

Y-3's new futuristic collection is divided into four key themes - Future Perfect’, ‘Dimension 3’, ‘Renegade,’ and ‘Surrealism’ – reimagined today in Paris in a high-impact show of compelling revelations attended by guests including Winnie Harlow, Neelam Gill, A$AP Bari, Cali Dewitt, Luka Sabbat, Nabile Quenum and Younes Bendjima.

For Y-3 I implemented two fundamental changes

Firstly, due to a 40% budget cut year on year, in my first 3 months in the role, I strongly recommended transitioning to a new event and content agency which meant moving away from traditional fashion week production firms, which often come with exorbitant price tags, and instead lean in to our ‘non-conformist DNA’ and go against the grain, and instead appoint Broadwick Live, whose passion is creating live entertainment experiences that transport guests from their everyday lives, through forward-thinking production and venue creativity; “EXPERIENCE. ELEVATED”. This in turn saw unprecedented results for the brand:

Feedback:

• Partner Yohji Yamamoto stated it was the best show we have done in over a decade

• Media feedback was 100% positive sentiment including the most post show media samples requests on record

• We had the most positive uptake and feedback with buyers in over a decade

• The move in agency also released €500k back to the brand to create more content and brand engagement activations

• Due to the change in content agency, Y-3 was a SHORTY AWARDS Finalist for our MULTI-CAM / SPLIT-SCREEN INSTAGRAM LIVE COVERAGE of the shows. Through Broadwick Live and PHIX, they created the first-ever multi-cam, Instagram live-stream that debuted the Y-3 Fall/Winter 2017-18 collection and runway show to the world in real-time. The split multi-cam coverage of the show reached 75,000 unique viewers on Instagram Live and garnered 2.5M views on Instagram Stories — a 275% increase in viewers from the F/W season. Instagram posts using content from the show received over 566,000 likes, bringing in over 49M total impressions.

Secondly, I also led the review process for the brand PR agency for the division for the first time in 20 years, the results:

• An immediate increase in key attendance at the fashion shows

• 515% increase in quality coverage in key titles from FW16 to SS17


• 645% increase in quality social coverage generated from key media titles from FW16 to SS17

• This move also doubled the amount of key editors attending fashion shows

Results for the SS17 show included:

• Combined circulation/reach of over 465,824,718 and growing

• 9 high impact celebrity and industry influencers attended the show wearing NOCI 0003 and posted on social channels

• Total social reach of all influencers 3,295,508

• Successfully seeded to 20 target influencers during Paris Fashion Week: Men’s including Winnie Harlow, Neelam Gill, Luka Sabbat, Michal Pudelka, YungJun Koo, Cali Dewitt

• Target titles secured, including VOGUE, WWD, HYPEBEAST, HYPEBAE, High Snobiety and Esquire.

• See NOCI 0003 SS17 launch highlights and results here: https://www.vickybeercock.work/#/y3nocilaunch/

COVERAGE SNAPSHOT

EXAMPLES OF PRESS SHOTS

Y-3 SS17 CAMPAIGN VIDEO