Alexander Wang continues to play with his seasonal T by Alexander Wang videos as a platform for experimentation. For the Fall 2013 season, the video is set in an unexpected scenario in EDM Culture.
Alexander Wang invited New Yorkers to a 'one-time-only undisclosed event' digitally and through social media. The initial 'open call' revealed only a location and a time – Highline Stages on Saturday, July 13, 2013 at 2pm. Hints and updates were leaked on the days leading up to the event via Twitter and Facebook.
Once the doors to the lobby area opened, Alexander Wang revealed in a projected video message that attendees will have access to pieces from the T by Alexander Wang collection – for free; no shopping bags or shopping carts. See the video for the full story.
Says Wang, "I love reaching out directly to our audience; to have a dialog that provokes and at the same time has a sense of wit and irony. Nothing is formulaic with T. This project was viral and street at the same time, which allowed us not only to communicate with our audience through different avenues, but to activate them. I liked the idea of creating a destination that's unknown, mysterious, and fun, where people can connect."
The video captured at the event is directed by Darren Stein. Stein directed the 1999 dark comedy, Jawbreaker. The movie's final prom scene, where enraged classmates toss things at Rose McGowan and her tiara slips, is a favorite of Wang's, and it's an inspiration for this video.