Black Series Launch at PFW

Client: The North Face

The North Face's extraordinary Black Series launch at Paris Fashion Week featured Yaeji and local talent. This Here's line-up helped draw in 750 high profile attendees.

The Brief

With the launch of the new Black Series collection, The North Face wanted to cement their place at the junction of performance wear and culture by holding a unique one-night event at Paris Fashion Week. We were briefed to recruit the talent to perform at the event – a core component of the experience. It was the element that would make or break their launch, and needed to be curated with creativity.

The Project

As the Black Series collection explores the cross-boundaries between haute couture and technical sportswear, we knew our performers needed to embody the same level of innovation and creativity. Brooklyn-based performer Yaeji headlined after epic opening sets from local Parisian artist Bambounou, and Canadian Chinese experimental DJ Yu Su whose naturalistic sounds merged seamlessly with the aesthetic of the event set design.

750 Attendees

Including members of The North Face Explorer and Athlete Teams, Sarah Andelman, Tekilatex, and Ibeye.
320 Social Posts

Including stories and posts on Instagram covering the night.