Not wanting to conform to the stereotypical catwalk show, Dutch fashion brand BYBORRE is showing its collection in a more unconventional manner—a mobile showroom. Marking the first instalment of Generation One, the label has created an exclusive, tech-savvy viewing experience for its audience.
Hoping to avoid sinking into the hustle and bustle of Paris Fashion Week, BYBORRE has developed a mobile space, entitled Convoi Exceptionnel, which can be tracked by GPS. Another unique feature to the demonstration is the option of one-on-one time with the sales team and the creative director himself—spots can be reserved during the showing period.
Based in Amsterdam, BYBORRE LAB is a textile innovation studio working on “the frontiers of aesthetics, functionality, technology and material research.” With an impressive list of collaborators such as Nike and Louis Vuitton, this isn’t the first time we’ve seen founder Borre Akkersdijk’s creations. With previous shows at Paris and Amsterdam Fashion week, as well as Beijing and Tokyo Design Week, the designer’s mobile new work promises to be a hit.