adidas Neo Label Hosts World's First Tweet-Powered Fashion Show to Kick off New York Fashion Week

adidas NEO Label hosted #NEOrunway, the world's first tweet-powered fashion show, in New York City. The event, which was entirely created by teens around the world, unveiled the brand's new Fall/Winter 2014 collection in a unique show for the digital age.

Breaking fashion convention, adidas NEO Label invited teen fashion fans from around the globe to take control of every aspect of the show via Twitter. Teens were given the power to decide on everything from lighting, music, and the set design to styling the fresh new looks that were showcased on the catwalk.

Selena Gomez, global style icon for the brand, dazzled fans as she hosted the show which also featured key pieces from her own Fall/Winter collection for adidas NEO Label.

Thousands of teens across the world helped to create the show, using Twitter's in-card voting mechanic to choose between options. NEOLovers have been voting for two weeks to decide on the clothing, hairstyles, makeup and music. Teens could vote right up to the final moments before the show, choosing to close the show with a wintry setting showcasing falling snow.

Inspired by ethos of the adidas NEO Label's Fall/Winter collection, the show's unique set was styled as a city street scene with concrete steps, bicycles and urban poster graphics. Cityscapes snapped and submitted by teens across the globe were also featured in the set design.

Selena Gomez said: 'This show was incredible because it was styled by teens who will actually wear these looks. Our NEOLovers did an amazing job with their NEOrunway.'

And while the youth Twitterati have been creating the look of the show, a team of young global fashion bloggers were working away behind the scenes to bring the show to life. These #NEOrunway interns were recruited to work with industry experts and managed the glam, styling, photography, videography and social media reporting at the show. They gained an unparalleled insight into the fashion world.

Claire Midwood, Vice President, adidas NEO Label, said: 'Today has been truly special – we've given teens unrivalled access to the inner workings to the NEO Label. It was their show, a celebration of the hearts and minds of NEOLovers all over the world. NEO encourages consumers to live their style and today was the ultimate expression of that.'

The #NEOrunway wrap video will be available from Saturday 6th September on the adidas NEO Label YouTube chanel –www.adidas.com/adidasneolabel

To see the fresh new looks for Fall/Winter 2014 and stay up to date on all things NEO, visit www.adidas.com/neo or visit the NEO Twitter account @adidasNEOLabel.

adidas NEO Label is available through the adidas.com online shop, in NEO stores and wholesale accounts around the world.


By adidas