How to create the perfect immersive fashion week virtual experience

January 24, 2021

Fashion Week is coming, and I would like to offer my services to support your brand with some experiential marketing ideas and opportunities. I am a fashion illustrator who’s worked in the New York fashion industry for 11 years, offering vibrant fashion illustrations with an attention to detail, fit, fabric, and texture. In this article I’ll share 4 unique ways I can help you make your next experiential virtual event a success.

Crafting an unforgettable branded virtual experience

Our present shift from the physical into the virtual space has opened up endless possibilities, and is allowing brands to extend their reach further than ever before. While this has been a time of limitations, it’s also been a catalyst for transformation, creativity, and development in business-to-consumer marketing.

Fashion Week is known for its exclusivity, but as virtual presentations and live streams continue to take the place of runway shows, brands have opened their doors, so to speak, to invite their customers into their world. As social media became a lifeline for many during quarantine, brands re-positioned themselves to incite a deeper level of conversation and engagement, and a forged new type of growth.

“Fashion Week has never been accessible to this many people before, in this manner. International Digital Fashion Week is an inclusive and diverse way to share the art of fashion with a massive audience.” -Allee Feuerman, Source: Fashionweekonline.com

Gucci Resort ‘21 - Illustrated by Deanna Kei

Earlier during the pandemic, designers saw success from their engaging virtual fashion week presentations (also see Is Fashion Illustration the future of Fashion Week in a post covid world? ), but as the industry continues to be troubled, many are taking an even more intimate approach to client outreach.

By now the consumer is used to some degree of virtual reality, though most are still craving the return to physical experiences. However, we should no longer be thinking in terms of ‘online sales vs in person sales’, but instead focused on finding the perfect balance. Tapping into that potential, the creative agency The Gathery has been delivering hybrid virtual event experiences right to consumer’s doors. They are putting storytelling in the forefront of each experience that they engineer. Founder Luigi Tadini shared inspiring insights during his interview with CFDA.com, and I’ve referenced some quotes from their interview below.

“Instead of leaning into the virtual, we re-imagined these experiences into story-led boxes, allowing our guests to touch, see, feel and discover new collections or shows through their senses at home. By designing these ‘experiences delivered’ in eye-catching and clever ways, we prompted recipients to share their discoveries through their own networks expanding the brand’s stories to even wider audiences.” - Luigi Tadini, The Gathery, Source: CFDA.com

Complimenting a virtual event or presentation with a physical branded presence helps bridge the distance between the consumer and the brand, and ultimately deepens that relationship.

“That said, we still believe that the virtual component should always be an extension of an experience and not the core of the experience itself. ”- Luigi Tadini, The Gathery, Source: CFDA.com

Balmain Fall ‘20 - Illustrated by Deanna Kei

Quarantine culture has brought self awareness and development to the forefront. Consumers have more time to decide which values are important to them, and to discover which brands align with those values. They’re looking for more meaningful and personalized experiences that allow them to express and enrich themselves. They are spending with intention and want to feel connected to the brands they are supporting.

Virtual live illustrations for Pearfisher zoom event - Deanna Kei

I recently illustrated live as part of an experiential virtual event held by Pearlfisher. They had sent a gorgeous assortment of flowers to each attendee for them to work with at home during the virtual workshop and party. After the event they followed up by sending each guest their personal illustration which they had watched me bring to life during the night. Pearlfisher had taken their event beyond zoom and embellished it with little accents to make it more memorable for everyone who participated.

Click here to learn how I’ll work with you to create virtual or live illustrations for your event

Experiential marketing is nothing new, nor is the concept of giving attendees swag bags at a runway show. So how does that translate to a virtual fashion show?: with a highly branded gift box highlighting your collection for your attendees to experience and enjoy from their homes.

Here are 4 unique ideas to include in the perfect experience box to accompany your virtual launch or runway show.

Event invitations or influencer thank you cards

An exclusive thank you card, invitation or print featuring a fashion illustration of a look from the collection and a personalized note. *To request your own collection illustrations, or card designs contact me at deannakei@gmail.com

Branded thank you card - Deanna Kei

2. Collection paper dolls

An illustrated paper doll set featuring different items from the collection for consumers to mix and match. This will keep your items fresh on your client’s minds, allow them to play the part of a stylist, and experience your collection in a unique way from their home. *To request your own custom paper dolls for your collection contact me at deannakei@gmail.com

Custom paper doll set for private client, Tabs fold back - Deanna Kei

3. Collection coloring page

A coloring page featuring a look from your collection. Bring your collection into your client’s leisure time with this fun, relaxing activity. Encourage them to post their finished coloring page on social media with your brand hashtag. *To request your own custom coloring pages for your collection contact me at deannakei@gmail.com

4. Animated collection recap

An eye catching animation that showcases the pieces from your collection. Follow up after your event with a .gif that brings your collection back in front of your audience’s eyes. Animations are captivating and shareable content, and a great way to encourage engagement and boost your brand’s algorithm on social media. *To request your own collection animation contact me at deannakei@gmail.com

The perfect experience box will give your clients and influencers something they can touch and enjoy in their own space, and even share with their friends on social media. It will engage them and make them feel appreciated and more aligned to the brand and the collection you’re showing. Communicating your collection through illustrations will introduce your line to your customers in a way that photography can not, and will invite them to visualize themselves in the world you’ve created. My branded illustrations are a highly customized, cost effective approach to storytelling with a fast turn around. Contact me at deannakei@gmail.com to discuss your vision.

Have you been a part of any immersive virtual events this year? Share in the comments below.

Deanna Kei is a fashion and beauty illustrator, dedicated to creating engaging visual content for brands in the form of vibrant fashion illustrations with an attention to detail, fit, fabric, and texture. For all inquiries please contact deannakei@gmail.com

A look inside: Fashion In Color, A Fashion Coloring Book

January 5, 2021

My newest coloring book brings together my favorite Illustrations and designs in a 45 page fashion coloring adventure. I can’t wait to see how you embellish each look with your own personal color style!

Color your way through 45 exciting fashion illustrations featuring scenes from NYC and more! Explore your creativity while selecting the perfect color combinations for each outfit, and bring together the perfect street wear looks like a true stylist! A collection of ready-to-color illustrations by New York based runway Fashion Illustrator Deanna Kei

Ready to de-stress, get creative, and have some fun? - Click the link below to get your copy:

Fashion in Color: A Fashion Coloring Book

*Sold exclusively on Amazon

Here’s a peek at what’s inside!

*As an Amazon Associate I earn from qualifying purchases.

What NYFW’s Top Spring ‘21 Trends say about the current state of the Fashion Industry

October 6, 2020

This year has been one of a kind. The spring ‘21 collections which showed this past September have been both a reflection and a response to the current state of our world. They focused on two of the emerging style themes: ‘Comfort’ and ‘Escapism’. Designers were deeply aware of the lifestyle shift this pandemic has brought us and this season’s runway looks were in many cases more wearable, and more relevant than any collection before.

‘Comfort’ has been a growing style focus during this pandemic as many people who are confined to their homes and working remotely have turned to Athleisure styles. People are looking inward, and there is a greater focus on wearability. With nowhere to go, people are dressing for themselves. The clearest market indication of this shift is that denim sales are down while sweatpants sales have seen a significant increase. [Source: Washington Post ]

On the opposite side of the spectrum ‘Escapism’ was born out of the frustrations of lockdown and the stay-at-home shift. Many people are bored of their home-centric lives and are looking hopefully towards future travel plans, events, and parties. ‘Escapism’ is the mentality that people are sick of their home-wear and are ready to go all out for Spring ‘21. Designers addressed this through bold colors and silhouettes, while keeping embellishments, trims, and details to a refreshing minimum.

These shifts in market mentality were reflected in the 12 top NYFW S’21 Runway trends.

*This report focuses on the New York collections but a few looks from other cities have been included as well.

1. Sleeve Drama:

Spring 21’s sleeves are the stuff wanderlust dreams are made of. 2020 has been a dramatic year and these theatrical sleeves and are telling the tale of adventure for Spring/Summer 21. Designers are encouraging us to “Wear your heart on your sleeve” and dress for the Spring we want to have.

On another note, video chats are the new norm and they’re not going away any time soon. The bold sleeved tops look great over a web camera and from 6ft away as well.

2. Flares and Fullness:

Flowing and flared skirts and dresses are the answer to a break in structure. This silhouette is both comfortable and dramatic. The wide hemmed skirts that came down the runways in solid colors were simple in design, and beautiful statement pieces.

3. Wide Leg Pants:

Athleisure is on the upswing and these wide leg styles leave room to move. They combine leisure wear with high fashion and are the perfect ‘outside–to-inside’ style. Wide leg pants provide a much needed stylish option to sweatpants. The extra wide and more exaggerated styles are a response to the desire to return to fashion, without ignoring the desire for greater comfort.

4. Belted and Sashed Waists:

Bold belts bring structure to unstructured looks and add an element of waist definition to the flared and wide legged styles. As other silhouettes are becoming more casual and loose, a thick stylized belt or sash has the ability to convert a piece and pull the look back in. It’s a very wearable trend that pairs well with Spring’s other emerging trends.

Spring 21’s belts ranged from wide to narrow, and from leather buckled belts to self fabric sashes. This trend had been gaining traction for the past few seasons and it wasn’t derailed by the recent lifestyle shift.

5. Cutouts and Crops:

Cropped tops, and cutouts are a break from all seriousness and formalities. These laid back styles are vacation ready and embody the phrase ‘less is more’.

Designers went minimal for Spring, going light on trims and embellishments. Instead there was a focus on composition and silhouette. These cutouts added design lines without seaming.

6. Ruffles and Tiers:

Dramatic, feminine and ethereal all over ruffled looks graced the Spring ‘21 runways. The light airiness was a refreshing contrast to the heaviness the world has been through lately.

7. Shirtings:

As some offices reopen, and others continue to hold remote video conferences, the woven shirt becomes a staple again. This time it’s been upgraded with bold new sleeves, oversize silhouettes, and longer lengths. While retaining it’s air of professionalism, this new shirting is more comfortable and more stylish than its classic counterpart.

8. Lace:

This feminine fabric is a simple way to dress up a basic look and is a welcomed change to the overly casual pandemic style.

Subtle laces and embroideries added texture to the runway, appearing as tonal solids and sometimes sheers. These airy laces romanticized next spring and put a delicate spin on the upcoming season.

9. Shorts:

Comfortable, practical, and travel worthy: shorts became a preferred pandemic option to jeans. Spring 21’s popular silhouette is fitted through the hip and wide at the leg opening. They range in lengths, with most hitting the mid thigh, but some extending to the top of the knee.

Though shorts have a reputation for being casual, designers showed all over printed short suits that would be perfect for returning to the office.

10. Pop Colors:

The Spring ‘21 collections are split between the two ideologies: Comfort and Escapism. Each had equal color representation on the runway.

The Spring ‘21 escapism narrative is both vibrant and hopeful.

The accent colors are: Nobility Blue, Lemon Yellow, Blush Orange, Pale Lavender, Iced Mint, Carnation Pink, Citrus green, and Powder Blue

These colors are applied as single color looks rather than being mixed. Although there’s such a varied pallet for Spring ‘21, designers were careful to avoid overpowering looks and complicated combinations. Even with all the accent colors, the mood for Spring is simple and fresh.

11. Neutrals:

With such a strong accent color pallet, designers employed an equally powerful group of neutrals to balance their collections out.

Tans, creams, blacks, and white tones answer the feelings of global uncertainty. The neutral pallet is synonymous with a fresh canvas for new beginnings.

12. Basic Prints:

3 of the season’s strongest print trends are Vertical Stripes, Leopard, and Florals. Keeping in line with the simple ideology, each print has minimal colors. Many prints appear as all over looks. Spring 21’s prints are not overpowering and blend well with the rest of the collections.

During this pandemic the modern woman’s lifestyle has changed and designers were challenged with redefining their own relevance. Following the themes of ‘Comfort’ and ‘Escapism’, Spring ‘21 RTW collections proved to be hopeful, clean, fresh, and just what we needed!

Do you have a favorite trend from the list above? Share yours in the comments below!

*An alternative version of this report was published in the SI Advance New York Newspaper. You can view the tear sheets on my press page.

Deanna Kei is a NY Fashion and Beauty Illustrator. She works with brands to create unique and engaging content featuring their products and collections. To commission illustrations for your brand please write to deannakei@gmail.com