A model dubbed the “Swatch Girl” showed up at the event in a dress made entirely out of watches (107 in all) from Swatch’s pastel-colored New Gent and Lady collections. Attendees were offered free watches straight from the model’s dress for sending tweets to @swatchus with the #swatchgirl hashtag.
The dress, which took two hours to build, was completely destructed by 1:30 a.m. — a little less than an hour and a half after the event started. The model wasn’t, of course, left completely undressed, because she wore a sheath beneath the cleverly arranged watches.
Swatch estimates that the promotion had a total reach of 400,000 from attendees’ tweets alone.
Check out the gallery below to see photographs of the dress and its construction.
Constructing the dress.
All of the watches were given away by 1:30 a.m.
Images courtesy of Swatch, GrandLife
More About: fashion, new york fashion week, nyfw, swatch, twitter
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