The world’s most famous out of home advertising landmarks were a fitting choice for the first ever transatlantic live stream presented by the luxury fashion label Tom Ford from Milan Fashion Week.
The four screen simulcast was a collaboration between DOOH partners Ocean Outdoor and Branded Cities who operate The United, a super premium digital out of home (DOOH) network.
For 30 minutes, the Fall/Winter Womenswear 2024-2025 collection took centre stage in three cities. The runway show appeared on London’s Piccadilly Lights, the Nasdaq Tower and MiFi in Times Square, New York and The Moxy in Los Angeles.
Tom Ford’s collection featured military style tailoring, sultry gowns and cat suits; the palette offset by a monochrome spotlit catwalk which played out across out of home (OOH) as it happened.
Wider OOH activations featured images from the label’s beauty collection, suggesting that the ready to wear collection is like being enveloped in Vanilla Sex.
Ocean Outdoor chief revenue officer Nick Shaw said: “No other combination of outdoor screens can replicate the fame of The United. Tom Ford’s domination demonstrates the power of OOH to deliver brand saliency at scale.”
“The United is the ideal canvas for luxury brands looking to make waves on both sides of the Atlantic. Iconic OOH lends itself to the spectacular, and what is more spectacular than a Tom Ford fashion show from Milan being broadcast live in the heart of London, New York and Los Angeles?” said Denise Levine, chief revenue officer of Branded Cities.