UGG速 Australia charity collection presentation
Concept overview UGG® Australia initiated a charity joint project with four leading Russian designers – Oleg Ovsiyov (Viva Vox), Dmitry Loginov (Arsenicum), Anastasia Romantsova (a’la Russe) and Dasha Gauser (Dasha Gauser). Each of them customized two pairs of classic UGG® Australia boots to be presented at Fashion’s Night Out which in Moscow is famous for its activities in charity field.
UGG® charity collection presentation • • •
Date: 6th of September, 2011 Time: from 8 p.m. till 10 p.m. Place: TSUM , the best luxury multibrand store in the very centre of Moscow
Victoria Davydova (Vogue Editor-in-Chief) opened the stand with the 1st designer saying a few words about ‘Russian concept of Fashion’s Night Out evening in TSUM’. Each designer presented his UGG® boots models through music and its character: each designer invited a so-called fashion DJ to make a couple. Every half a hour the music changed (with designers changing over near the stand) according to the spirit of each designer. The presentation took 2 hours: the charity collection made all the attendees wander around UGG® stand which just enhanced guests’ impression from the collection itself.
The event was attended by numerous amount of celebrities thanks to the chosen place and appropriate ‘event-link’and concept (Vogue Fashion’s Night Out which became a real fiesta of shopping in Moscow). Fashion’s Night Out special guest Natasha Poly – world’s famous supermodel – attended the stand to make a shoot along with Alla Verber, TSUM department store Vice President .
Media • All the journalists (mainly TV, online media) and bloggers were invited by 8 p.m. • Coverage: yet to be determined ‘For me UGG® Australia activity is the most entertaining one among all those I’ve been to tonight’, commented Maria Zheleznyakova, TV journalist
Blogger Pasha Dandy
All the models presented at the event will be demonstrated as an exhibition in TSUM for one week up to the end of September and after that will be sold out at the online auction on www.buro247.ru (online fashion media) made out with the support of Planeta Mira, charity fund of Miroslava Duma, it girl and fashion journalist, which guarantees other media-related benefits in post-PR campaign. All the money gathered through online auction will be transmitted to Planeta mira fund.
UGG® store in ‘Vogue route’ Vogue magazine included UGG® Australia concept store into the official route of Editor-in-Chief and special guest Natasha Poly which appeared on the cover of Vogue September issue. The model tried several UGG® boots from FW’11 attracting GUM department store clientele to UGG® Australia store.