‘HAUTE’ COUTURE. Normally models present the new fashion collections on a horizontal runway. But HEMA chose to present the new Fall / Winter collection with models ‘airwalking’ from the Tower of The Beurs Van Berlage in the centre of Amsterdam. From the highest point models ‘walked down’ (this time no regular catwalkprincesses but professional stuntwomen) in a straight line. The spectacular VERTICAL CATWALK SHOW was a PR STUNT to catch the attention of the press and public. Lots of oh’s and ah’s from the public as well as maximum press coverage in the daily news & fashion press were the results of this never seen before show. HEMA is a serieus player in fashionable basics. Theme of the new collection: ‘HEMA 1001 Combinations’.
- Press Section