Virtual fashion show hopes for the X-Factor

A MANCHESTER creative and events company is working with an X-Factor choreographer on a pioneering virtual fashion show and claiming a UK first.

Maynineteen co-founder and director Lynsey Hulme came up with the concept for the digital event at Warrington’s Golden Square Shopping Centre after watching TV’s Big Brother reality show.

The GS Collection Fashion Fortnight kicked off on May 9 and runs until May 24. Top models will be screened showing off the latest catwalk trends on offer at the centre’s 140 stores, dancing and posing to showcase the Spring-Summer GS Collection and outfits available to buy.

Film footage directed by Maynineteen and will be shown on five bespoke 6ft high digital screens positioned around Warrington shopping centre so fashionistas can get up close to the action. Plus there will be exclusive offers, discounts and competitions available to shoppers.

The team of models were filmed at Sitcom Soldiers custom-built studio in Bolton dancing to a routine created by choreographer Glenn Ball, who has worked with pop princesses Taylor Swift and Kylie Minogue and created show-stopping steps for X factor finalists.

Maynineteen has previously worked with chart-topping singer Peter Andre and model Calum Best plus TOWIE sisters Sam and Billie Faiers on events at Golden Square. Other fashion and awards events have seen the company working alongside singer Pixie Lott and TV celebrities Rebecca Ferguson,  Kate Lawler and Rylan Clark.

Nadia Widdall, MayNineteen account director, said the inventive concept is the first of its kind in the UK industry.

She said: “Our target audience is mainly busy people shopping in Golden Square so we have had to produce a film good enough to stop them in their tracks and divert their attention for a while.

“We are not just talking about a promotional infomercial but about real entertainment, something to grab and hold our audience’s attention. We recruited a professional stylist to choose the 75 outfits showcased in the film and ensure each one suits the model wearing it.

“The choreography was written and rehearsed to the highest standard, plus the screen size will enhance the whole customer experience. ”

Maynineteen works with the UK’s largest commercial real estate and investment property management companies in retail centres throughout the UK.

Nadia added: “Our events range from the largest Christmas lights switch-on shows for audiences in excess of 20,000 to bespoke seasonal fashion launches, alongside smaller activities aimed at children and families.”

Golden Square Shopping Centre director Ian Cox said:  “The show is a whole new concept, a real stop-you-in-your-tracks event that’s an industry first for  the UK that’s never been seen in the shopping centre before.

“I am extremely pleased that Golden Square is hosting this state of the art event, it is a coup for the centre and our fashion collection.

“The film footage of the models dancing will be shown on five specially made  6ft high digital screens, giving the illusion the models are really there. Each model appears for 15 minutes in different outfits, changing clothes either by walking off and back on to the screen, clicking their fingers or spinning on the spot to reveal a new look.”