What happens behind a fashion editorial? How is a look built? What happens during those minutes when everything is being prepared for the photo?
With those questions as a starting point, Para Ti and Alto Palermo presented Vidriera Viva, an activation that brought the backstage of a fashion production to the streets of Buenos Aires. The proposal invited the public to discover, live, part of that universe that usually happens behind closed doors: styling, changes of looks, the assembly of a production and all the dynamics that exist behind an editorial.
During the performance, the space turned into a true fashion scene in motion. Two models were the protagonists of an experience that combined styling, beauty, and changes of looks, with garments from some of the leading brands at the mall. The action brought the public closer to a different view of fashion: not only as the final result but also as a process.
The proposal also served as a preview of the SS27 collections arriving at Alto Palermo. In that journey participated Paruolo, Ver, Mishka, Portsaid, 47 Street, Rouge and GA.MA, seven brands that were part of this experience and built, look by look, a season-long narrative.
Live Fashion, from Backstage to the Street
One of Vidriera Viva’s main attractions was precisely breaking the distance between the audience and an editorial production. What normally happens behind the scenes became visible: the preparations, the changes, and that dizzying dynamic that is part of the creative process of a fashion production.
The activation unfolded across different spaces of the mall and turned them into a fashion editorial. During the day, passers-by at Alto Palermo could see up close how a look is transformed and how a production comes to life before becoming a finished image.
The proposal also revived one of the key tenets of the Para Ti universe: understanding fashion as inspiration, but also as an experience. Instead of showing only the final result, Vidriera Viva allowed sharing with the public a small part of the how it’s done.
A Preview of SS27
With the focus on the upcoming season, the participating brands were responsible for providing the different looks that formed part of the action. Paruolo, Ver, Mishka, Portsaid, 47 Street, Gama and Rouge joined this SS27 collections preview and brought their proposals to a staging that had fashion as the protagonist.
Thus, Alto Palermo became for a day an open-stage to discover novelties, to get inspired, and to view fashion from another perspective: not only from the storefront but also from what happens behind it.
Because a fashion editorial doesn’t begin when a camera starts snapping. It begins much earlier: with an idea, a look, a team, and a story to tell. Vidriera Viva made visible exactly that: the behind-the-scenes of fashion, live and in full view of everyone.
