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according to primary research (Appendix B):

80% voted for Vanity Fair

82% voted for ELLE

90% voted for Harper's Bazaar

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Somerset House Strand, London

WC2R 1LA

Why Somerset House:

Somerset House, a historic and architecturally stunning venue, provides the perfect backdrop for this immersive experience. Its grandeur and central location in London make it an ideal setting for an event that bridges the past and present, much like Wong Kar Wai's films. The venue's versatile spaces allow for a seamless blend of intimate, immersive environments and larger public areas, accommodating the event's diverse activities from fashion shows to film screenings.

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While similar immersive events like Inventing the Runway showcased technology and fashion, this Wong Kar Wai x Vogue event differentiates itself by blending cinematic storytelling with innovative and newly trending tech. This fusion provides a unique experience that celebrates fashion as well as deepening the attendee’s connection to the cultural and cinematic aspects of the event. The integration of AR, NFC chips, and other immersive tech elements offers a more dynamic and engaging experience, positioning Vogue at the forefront of innovation in fashion events.

Moreover, by partnering with FabriX, DressX, and Avery Dennison, the event combines established expertise in both the physical and digital fashion worlds. These collaborations ensure that Vogue continues to lead in the industry, pushing boundaries through technological innovation and creative storytelling.

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Sponsors:

1. BFI

2. Shanghai Tang

Partners:

1. FabriX

2. Avery Dennison

3. Roberto Cavalli

4. Selfridges

Collabs:

1. Hoko London

2. Soho House

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The Wong Kar Wai x British Vogue event will celebrate the powerful intersection of fashion and film, where each frame in Wong Kar Wai’s work becomes a canvas of emotion, identity, and style. Renowned for his sensuous use of color, texture, and atmosphere, Wong’s films are more than just stories—they are visual experiences that fuse cinematic art with a deeply immersive, emotional tone. Fashion, much like cinema, is a powerful medium of self-expression, and through this event, Vogue seeks to explore how both storytelling forms can influence and elevate one another. This collaboration aligns perfectly with Vogue’s mission to redefine the relationship between fashion and art, offering a multi-sensory experience that invites the audience into a world where both visual beauty and narrative transcend boundaries. By tapping into the emotional resonance and timeless aesthetic of Wong Kar Wai’s cinematic universe, British Vogue will further its cultural relevance, enriching its already sophisticated and diverse audience's experience with an unforgettable, immersive event.

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Timeless Influence:

Wong Kar Wai’s influence on fashion and visual arts has been profound and enduring. His films continue to inspire designers and artists, making a collaboration with Vogue not only a tribute to his legacy but also a celebration of his ongoing impact on contemporary culture. By partnering with Wong Kar Wai, Vogue can align itself with a visionary artist whose work embodies the intersection of film, fashion, and art, according to primary research, 86% of individuals believe that this event will successfully do so (appendix B).

Cultural Resonance:

As Vogue seeks to expand its cultural relevance and engage with diverse audiences, a collaboration with Wong Kar Wai offers a unique opportunity to explore themes of cultural hybridity and nostalgia that resonate with a global audience. This partnership can highlight Vogue’s commitment to celebrating artistic excellence and cross-cultural dialogue.

Fashion Storytelling:

Wong Kar Wai’s films provide a rich source of inspiration for fashion storytelling. The emotional depth and visual beauty of his work offer endless possibilities for creating compelling fashion narratives that captivate and inspire. A Vogue event that draws on Wong Kar Wai’s cinematic world can create a unique and memorable experience that highlights the power of fashion as a medium for storytelling (appendix B).

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People recognise Wong Kar Wai's work, however they do not know of him (Appendix A)

Vogue will educate the public through this event

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Connection between Hong Kong cinema and British Audience

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Connection between Hong Kong cinema and British Audience

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The connection between Hong Kong cinema and London is rich and historic, with Hong Kong’s vibrant film industry of the 80s and 90s shaping global cinema in profound ways. Wong Kar Wai’s films, in particular, are often regarded as a bridge between Eastern and Western cultural sensibilities. The distinctive cinematic styles from Hong Kong during this era—marked by bold, visually experimental techniques—still influence filmmakers worldwide today, including those in London. The exchange of ideas between the two cities has fostered a cross-pollination of creativity, resulting in films that blend Asian and Western aesthetic sensibilities (Medium, 2020).

As seen in the continued success of screenings like The World of Wong Kar Wai at London’s Prince Charles Cinema. This film marathon, which often sells out, demonstrates the strong, lasting influence of Hong Kong cinema in the UK. Wong Kar Wai’s visually immersive, emotionally charged films continue to captivate audiences worldwide, reflecting both the cultural exchange between Hong Kong and the West, and the ever-growing appreciation for his unique storytelling techniques (Prince Charles Cinema, 2024).

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(focused on the media and publishing industry in UK)

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Media Regulation: Labour's regulatory reforms could lead to stricter controls on media ownership and operations, impacting how magazines like British Vogue operate within the UK's media landscape (Chivers, 2021).

Trade Policies Post-Brexit: Continued negotiations and changes in trade policies post-Brexit will affect the import and export of fashion goods and potentially influence editorial content related to international fashion trends (CMDs, 2021).

Government Support for Publishing: Potential government initiatives to support the publishing industry, such as subsidies or grants for innovation and digital transformation (Majid, 2022).

Geopolitical Stability: Global conflicts, such as the Israel-Hamas war, could influence the UK's political landscape and impact the media environment, including content and readership focus (Ellson, 2024).

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Consumer Spending: Economic policies affecting disposable income will influence consumer spending on fashion magazines and luxury goods, affecting sales and advertising revenue for British Vogue (Vogue Business Team, 2024).

Advertising Revenue: Economic stability impacts advertising budgets, directly influencing magazine revenues and the viability of print vs. digital formats (Ndure, 2024b).

Subscription Models: Economic pressures may push magazines to innovate with subscription models, offering more value to retain and grow readership (Majid, 2022).

Economic Growth: General economic growth or decline affects the advertising market and consumer spending on luxury goods, which are critical for a fashion publication's revenue streams (Robinson, 2024).

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Ethical Consumerism: The increasing demand for sustainable and ethical practices in fashion influences editorial content and partnerships for British Vogue (Vogue Business Team, 2024).

Cultural Representation: Growing emphasis on diversity and inclusion impacts editorial decisions and the representation of different cultures and communities in fashion features (Chivers, 2021).

Digital Engagement: The shift towards digital platforms and social media influences how magazines engage with readers, requiring a strong online presence and interactive content (Robinson, 2024).

Changing Media Consumption: Younger audiences are increasingly consuming content through digital platforms and social media, influencing British Vogue's strategies to engage with these demographics (Majid, 2022).

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Digital Transformation: Adoption of AI, big data, and other technologies to enhance editorial processes, content personalization, and reader engagement (RSI International, 2024).

AR/VR Experiences: Integration of augmented and virtual reality to create immersive reader experiences, enhancing both online and print editions (British Fashion Council, 2021).

E-commerce Integration: Seamless integration of e-commerce with editorial content, allowing readers to shop directly from magazine features (RSI International, 2024).

Content Delivery: Advances in digital platforms and AI-driven personalization enable magazines to deliver more tailored content, improving reader engagement and satisfaction (Mainemer, 2023).

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Sustainable Practices: Increasing pressure on the publishing industry to adopt sustainable printing and distribution practices (Vogue Business Team, 2024).

Climate Change Awareness: Editorial focus on climate change and its impact on fashion, promoting sustainable fashion practices (Ndure, 2024b).

Circular Economy: Emphasis on promoting circular fashion models within editorial content, encouraging recycling and upcycling (Robinson, 2024).

Environmental Legislation: Compliance with new environmental regulations may require adaptations in production processes and editorial focus on sustainability (Robinson, 2024).

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Intellectual Property: Adherence to intellectual property laws in digital content to prevent copyright infringements and protect editorial integrity (CMDs, 2021).

Data Privacy Regulations: Compliance with data privacy laws such as GDPR in digital subscriptions and online interactions (Vogue Business Team, 2024).

Advertising Standards: Navigating evolving advertising standards, especially with native advertising and influencer collaborations, to maintain credibility (British Fashion Council, 2021).

Labour Laws: Compliance with new labour laws introduced by the Labour government, which may affect operational practices and employee relations within the magazine industry (Vogue Business Team, 2024).

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The British Film Institute (BFI), founded in 1933, is the UK's premier organization dedicated to film culture. It supports the film industry through funding, education, and events like the London Film Festival. The BFI also operates BFI Southbank, home to four cinemas, and manages one of the world's largest film and TV archives. It offers the BFI Player, a streaming service featuring a wide range of films (BFI, 2023).

Vogue and BFI: A History of Collaboration

Vogue and BFI have frequently crossed paths, particularly at high-profile events like red-carpet premieres and film festivals. Vogue has consistently featured BFI events, films, and key personalities in its magazine, underscoring their mutual appreciation for cinematic and fashion excellence (Lam, 2023; Rodgers, 2024). This enduring relationship highlights their shared commitment to celebrating and promoting artistic achievements in both industries (Nast, 2023).

Mutual Benefits:

1. Enhanced Visibility and Prestige:

Partnering with Vogue brings the BFI into the spotlight, attracting a broader and more diverse audience and enhancing its reputation within both the fashion and film sectors (Lam, 2023).

2. Promotion of Cinematic Heritage:

Showcasing Wong Kar Wai’s films aligns with BFI’s mission to celebrate and promote significant cinematic works, reinforcing its commitment to preserving and promoting film culture (Bumpus, 2011).

3. Increase Community Engagement:

The event bridges cinema and fashion, drawing in younger, fashion-conscious attendees, which can boost BFI’s engagement and reach (Beasley, 2024).

4. Cross-Promotional Opportunities:

The partnership allows for co-branded marketing campaigns, utilizing shared resources to amplify reach and impact (Beasley, 2024).

5. Educational Outreach:

The event’s workshops and filmmaking sessions align with BFI’s educational goals, offering enriching experiences for aspiring filmmakers and fashion designers.

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Past:

Foundation and Early Influence: Vogue was founded in 1892 by Arthur Baldwin Turnure, aiming to be a high-society magazine. Condé Nast acquired it in 1909, transforming it into a global fashion authority (Bonaccorsi, 2024).

Iconic Covers and Contributors: Vogue's covers have featured legendary photographers like Irving Penn and Richard Avedon, and models such as Dorian Leigh and Jean Shrimpton, setting fashion trends worldwide (Nast 2024).

Global Expansion: The magazine's international editions began with the UK in 1916, followed by France in 1920 and Italy in 1965, adapting to local cultures while maintaining a high-fashion standard (Nast, 2024).

Present:

Digital Presence and Vogue Club: Vogue has embraced digital innovation, engaging readers through its website and social media platforms like Instagram and YouTube. The Vogue Club app offers exclusive content, events, and a community for fashion enthusiasts, enhancing reader engagement (Bonaccorsi, 2024).

Social Responsibility: Vogue addresses social issues such as gender equality, racial diversity, and sustainability. The magazine actively promotes eco-friendly fashion practices and covers topics on social justice (Vogue, 2023).

Anna Wintour's Influence: As editor-in-chief, Anna Wintour's personal engagement and taste significantly influence Vogue's direction. Her vision has shaped the magazine's content, making it a cultural touchstone and maintaining its relevance in the fashion world (The Times, 2023; Hucal, 2024).

Future:

Technological Innovations: Vogue plans to integrate augmented reality (AR) and virtual reality (VR) into its offerings, creating immersive experiences for readers (FabriX, 2024).

Sustainability Initiatives: The magazine will further promote sustainable fashion, highlighting eco-friendly designers and practices, advocating for environmental responsibility in fashion (Nast, 2023).

Collaborations and Partnerships: Future initiatives include partnerships with tech companies and fashion brands to create unique, interactive experiences, ensuring Vogue remains at the cutting edge of fashion media (appendix A&B).

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Demographics

Age:

18-45 years old, with a core focus on 25-35-year-olds who are active in fashion, art, and cultural communities.

Gender:

Any gender, predominantly female but also targeting male fashion enthusiasts and industry professionals.

Income Level:

Middle to high-income individuals who have disposable income for luxury and high-fashion brands.

Education Level:

College-educated, with a significant portion holding advanced degrees in arts, fashion, or related fields.

Occupation:

Professionals in fashion, media, art, film, and related industries.

Psychographics

Lifestyle:

Trendsetters and early adopters who are deeply engaged in fashion and cultural events prioritize experiences and seek out unique, high-quality events. They often RSVP in advance and get exclusive access/ sign-ups to fashion-related events.

Interests:

High interest in fashion, film, art, and cultural history and how they intertwine. Enthusiasts of international cinema and fashion history.

Values:

Appreciation for aesthetic excellence, cultural depth, and innovative storytelling. Not the type of audience who yearn simply for public exposure and 'clout'.

Webographie

Online Behavioral:

Active on social media platforms especially Instagram and TikTok, occasionally on Twitter, and take inspiration from Pinterest. They follow fashion influencers, brands, and digital editions of fashion magazines. Also on the fashion magazine's digital apps for exclusive updates on events.

Content Consumption:

High consumption of online fashion content, including digital magazines, fashion blogs, and online shopping. They engage with interactive content and virtual events.

Geographic

Primarily targeting audiences in London (as the event is going to be held in London). However also international attendees due to the global appeal of both British Vogue and Wong Kar Wai. Fashion enthusiasts from Hong Kong are targeted specifically for this event.

Behavoiral

Brand Loyalty:

High loyalty to British Vogue and other premium fashion brands. Vogue’s endorsements and collaborations influence them.

Event Attendance:

Frequent attendees of exclusive events, fashion shows, film screenings especially from Prince Charles Cinema in London, and art exhibitions to get inspired.

Purchase behavior:

Regular buyers of high-end fashion brands and luxury products. Active consumers of charity shops, thrift shops, and flea markets.

Cultural Affinity

Strong interest in cross-cultural influences, particularly the blend of Eastern and Western aesthetics. They are drawn to themes of nostalgia and artistic expression.

Technological Affinity

Tech-savvy individuals who appreciate digital innovations in fashion, such as AR and VR experiences. Open to see the possibilities of digital fashion.

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https://rfid.averydennison.com/en/home.html?utm_source=corporatewebsite&utm_medium=referral&utm_campaign=corporate_to_rfid

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The underlying message of this event is the celebration of the timeless interplay between fashion and cinema. By showcasing Wong Kar Wai’s films (known for their visual splendor and iconic fashion moments), and demonstrating his sphere of influence beyond cinema, Vogue underscores the narrative power of fashion and its role in shaping cultural and emotional landscapes. The event also aims to bridge the worlds of cinematography and fashion, two creative realms highlighting how both mediums are powerful storytellers and how they influence each other (Hendriksz, 2015).

An example of this is further demonstrated by fashion brands incorporating fashion films into their campaigns, as seen in Saint Laurent’s "A Night in Shanghai" (2019).

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Innovate Fashion Storytelling

Why:

Fashion events need to evolve to capture the attention of modern audiences. By integrating technology, Vogue enhances the narrative depth and engagement of fashion exhibitions, creating a more immersive and memorable experience for attendees.

What:

Vogue aims to revolutionize fashion storytelling by integrating Wong Kar Wai’s cinematic artistry with advanced technology. This includes AR try-ons, NFC-enabled garments, and VR experiences, allowing attendees to immerse themselves in the world of "In the Mood for Love" while interacting with fashion pieces.

Strengthen Brand Leadership

Why:

Utilizing AR, VR, and NFC chips demonstrates Vogue's commitment to innovation. These technologies enhance the attendee experience and set a new standard for fashion events, ensuring Vogue remains at the forefront of the industry.

What:

By showcasing innovative technologies and collaborations with industry leaders like FabriX and Avery Dennison, Vogue will reinforce its leadership in the fashion industry.

Cultural and Historical Integration

Why:

Wong Kar Wai's films are celebrated globally for their artistic and cultural significance. Highlighting the cultural and artistic heritage depicted in his films emphasizes the interplay of Eastern and Western influences, particularly relevant to British audiences due to historical connections (Chow, 2018).

What:

The event will transport attendees back to 1960s Hong Kong, recreating the aesthetic of "In the Mood for Love" with period-specific decor, music, and ambiance, while offering traditional dishes from the era provided by HOKO London.

Fashion and Cinema Crossover

Why:

Fashion and film are both powerful storytelling mediums that influence each other. Showcasing this interplay demonstrates the integration of fashion into cinematic storytelling, appealing to a broad audience.

What:

The event will highlight how Wong Kar Wai’s cinematic style integrates with fashion and how influential he is, using his films' iconic costumes and visuals to demonstrate the integration of fashion into cinematic storytelling (Vogue, 2020).

Brand Rejuvenation

Why:

Demonstrating commitment to modern trends and technological advancements ensures Vogue's continued relevance and appeal in a rapidly evolving industry, attracting a new generation of fashion enthusiasts, also educating the older generations about hoe technology can be used in fashion storytelling.

What:

Vogue aims to rejuvenate its brand by appealing to a younger, tech-savvy audience through innovative, culturally rich, and technologically advanced fashion experiences.

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Access and Tickets

Vogue Club Members: £20 with lunch redemption at the noodle bar via the Vogue app

BFI Members: £20 with a complimentary gift

General Admission: £40 for 150 tickets available

Activities

Immersive Rooms and Fashion Show: Continues from Day 1, open for all attendees

Panels and Talks: Opportunities to interact with Wong Kar Wai, costume designer William Chang, and industry leaders discussing future endeavors

Film Screenings: Six different rooms showing Wong Kar Wai’s movies, attendees can choose which films to watch

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Friday 4/10/2025 - Saturday 5/10/2025

Why?

Scheduling it after London Fashion Week and during the BFI Film Festival would maximize its relevance and appeal. This timing would attract fashion industry professionals already in town for Fashion Week and film enthusiasts attending the BFI Film Festival, ensuring a diverse and engaged audience. This crossover between fashion and film events would enhance the cultural impact and visibility of the event.

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Attendee Categories

1. Day 1 (Exclusive)

Celebrities, Influencers, Industry Experts

Michelle Yeoh, Tony Leung, Simu Liu, Lucy Liu, Maggie Cheung, Faye Wong, Jennie from BlackPink, Hyunjin from Stray Kids, Song Joong Ki, Andy Lau, Kate Moss, Lila Moss, Iris Law, Cillian Murphy, Jude Law, Zendaya, Tom Holland, Emma Chamberlain, Cara Delevine.

Influencers: Declan Chan @declanchan, Valerie Zhang @valslooks, Olivia Neill @olivianeill, Kit Price @kitprice, Nuria Ma @nuriamaa.

Capacity: 500 max

Dress Code: "In the Mood for Love" - 60s Hong Kong attire (Cheongsam for women, appropriate colonial-era attire for men)

Entry will be denied if the dress code is not followed.

2. Day 2 (Members and Invitees)

Vogue Club Members and BFI Members

Capacity: 800 max

Dress Code: Smart casual with a hint of 60s Hong Kong.

Entry will be denied if the dress code is not followed.

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Ticket Distribution

Day 1

VIP Invitations: Sent to celebrities, influencers, and industry experts by personal invite from Vogue

Industry Professionals: Personalized digital invitations with QR codes for entry

Press: Includes access to exclusive networking areas and after-party

Day 2

1. BFI Members

Ticket Price: £20

Perks: Complimentary gift

Availability: Via BFI membership portal

2. Vogue Club Members

Ticket Price: £20

Perks: Redeemable lunch at the noodle bar (membership verified via app)

Availability: Through Vogue’s member platform

3. General Public

Ticket Price: £40

Availability: Limited to 150 tickets, available on Vogue and BFI websites

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important info for day 1 guests selection

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important info for day 1 guests selection

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PR Agency chosen for this event: KCD Worldwide

Responsibilities:

1. Celebrity and Influencer Outreach:

Task: Contact and invite high-profile celebrities, influencers, and industry experts.

Agency Role: Utilize KCD's extensive network and experience to ensure high attendance and visibility.

2. Red Carpet Organization:

Task: Design and manage the red carpet layout and flow.

Agency Role: Coordinate arrivals, manage media interactions, and ensure seamless transitions for guests.

3. Seating Arrangement:

Task: Plan and organize seating for the event.

Agency Role: Ensure VIPs, celebrities, and influencers are seated appropriately, optimizing visibility and engagement.

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Reach with KPIs

1. Social Media Campaigns

Teaser Videos: @Fabrixworld posts the first teaser video on March 1, 2025. Aim for 50,000 views within the first week.

Interactive Stories and Posts: Vogue’s Instagram and Facebook stories from March 8, 2025. Target engagement rate of 5%.

Influencer Collaborations: Influencers / celebs like Iris Law, Amelia Gray, and Declan Chan (@declanchan) share posts on March 15, 2025, with a combined reach of 500,000 followers.

Brand Collaborations: Roberto Cavalli’s throwback video on August 1, 2025, should achieve 100,000 views within the first week.

2. Email Marketing

Save the Date: Emails sent on April 15, 2025, should achieve an open rate of 25% and a click-through rate (CTR) of 10%.

Bi-weekly Newsletters: Starting June 1, 2025, with an expected open rate of 20% and CTR of 8%.

3. Press Releases and Media Coverage

Initial Press Release: Distributed on May 1, 2025, aiming for coverage in at least 10 major outlets, reaching 1 million readers.

Vogue Business Features: Published on June 1, 2025, targeting 500,000 industry professionals.

4. SEO and Content Marketing

SEO-Friendly Advertisements: Launched on March 1, 2025, to achieve a 10% increase in organic search traffic.

Blog Posts and Articles: Drive 50,000 unique visitors to the event page by starting on April 1, 2025.

5. Influencer Engagement

Monthly Reminders: Starting March 15, 2025, influencers should maintain an overall engagement rate of 8%.

6. Fashion Brand Collaborations

Joint Advertising Campaigns: Beginning March 15, 2025, should reach 200,000 consumers and achieve a 15% engagement rate.

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KPIs for ACT

1. Vogue Club App Engagement

Exclusive Content Views:

Target: 15,000 views per video, enhancing member engagement.

Push Notification CTR:

Target: 10% click-through rate, increasing app activity.

Poll Participation:

Target: 20% of members engaging in polls, boosting interactivity.

2. BFI Member Engagement

Early Access Film Screenings:

Target: 1,000 members accessing films, improving member value.

Ticket Purchase Conversion Rate:

Target: 25% of email recipients purchasing tickets, driving sales.

Email Open Rate:

Target: 30%, increasing communication effectiveness.

3. General Public Engagement

Banner Ad Click-Through Rate:

Target: 2%, enhancing ad effectiveness.

Social Media Engagement:

Target: 5% engagement rate on Instagram and Facebook stories, boosting social interaction.

Registration Conversion Rate:

Target: 10% of viewers registering, increasing event sign-ups.

Website Bounce Rate:

Decrease from 42% to 38% (Similarweb, 2024), improving site retention.

4. Collaborative Efforts

Roberto Cavalli Video Views:

50,000 views, generating pre-event excitement.

Influencer Post Engagement:

10% engagement rate on influencer posts, enhancing influencer marketing impact.

5. Fashion Film Making Workshop

Workshop Registration:

500 registrations, encouraging participation.

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KPIs for Convert

1. Vogue Club Membership

On-Site Sign-Ups: Target 200 new memberships during the event.

Immediate Perks Utilization: Aim for 75% of new members to use their immediate perks (e.g., exclusive access, complimentary gifts).

2. Workshop Engagement

Workshop Registrations: Aim for 300 participants to register for the fashion film-making workshop.

Live Demonstration Attendance: Target an audience of 150 attendees for live mini-sessions.

3. Partner Engagement with FabriXworld

Social Media Followers: Increase @FabriXworld followers by 1,000 during the event.

AR Try-On Participation: Target 500 attendees to engage with AR try-on kiosks.

4. BFI Membership Promotion

New BFI Memberships: Aim for 100 new BFI memberships sign-ups during the event.

Special Screening Attendance: Target 75% of new members to attend special film screenings.

5. Social Media Engagement

Event Hashtag Usage: Achieve 1,500 posts using the event-specific hashtags.

Story and Poll Engagement: Target 10,000 views and 1,000 interactions on Instagram Stories and Twitter polls.

6. Influencer and Celebrity Collaborations

Brand Visibility: Ensure at least 20 influencers and celebrities share their event experiences and outfits, achieving a combined reach of 2 million followers.

Event Posts Engagement: Aim for a minimum of 10,000 likes and comments on influencer and celebrity posts related to the event.

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KPIs for Engage

1. Fashion Film Uploads

Target: 10,000+ views per video across Vogue’s social media platforms (Instagram, YouTube).

Goal: Increase engagement by 15% compared to previous fashion-related video posts.

Platform-specific goal: 5,000+ engagements on Instagram and 3,000+ views on YouTube.

2. Follow-Up Recap Content

Target: Reach 500,000+ views across all platforms, including FabriX’s and BFI’s social channels.

Goal: Generate a 20% increase in website traffic to event-related content.

3. Influencer and Celebrity Content

Target: Influencers and celebrities should generate 2 million+ impressions across Instagram and TikTok.

Goal: Reach at least 1 million people with event-related content by collaborating with key influencers.

4. Brand Collaborations (Shanghai Tang & Roberto Cavalli)

Target: Shanghai Tang and Roberto Cavalli posts should generate at least 200,000+ impressions each.

Goal: Increase brand visibility and engagement by 15% over previous campaigns.

According to similarweb, robertocavalli.com has a total of 284,172 monthly visits up to Nov 2024, after the event, approximately 326,798 monthly visits will be targeted (similarweb, 2024).

5. Loyalty and Future Engagement

Target: 5,000+ subscribers to Vogue Club and 2,500+ new BFI members post-event.

Goal: Improve conversion rates of attendee to Vogue Club and BFI members by 25%.

6. Personalized Follow-Up Emails

Target: 40%+ open rate on personalized emails sent to attendees.

Goal: Drive at least 10% of recipients to subscribe or purchase via discount codes.

7. Workshop Winner Announcement

Target: 80% attendance at the virtual announcement event for the fashion film workshop winner.

Goal: Ensure the winner’s journey to Hong Kong is featured across social channels, reaching 100,000+ impressions.

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(3 Weeks Prior to Event: Mid-September 2025)

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(2 Weeks Prior to Event: Late September 2025)

According to the survey results, it is shown that people do look at posters from Soho House and other lounge/cafes. Therefore it makes sense that Vogue promotes this event via public exposure.

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(1 Week Before the Event: Early October 2025)

For an explosive pop-up experience at Selfridges generating urgency and exclusivity, the pop-up will take place from September 29th to October 1st, 2025. This will ensure that it's fresh in the minds of potential attendees just days before the main event and create a sense of FOMO. During this time, the pop-up will be the focal point for Roberto Cavalli's SS 2003 collection, with all elements designed to build excitement for the upcoming Wong Kar Wai x Vogue event.

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Leveraging FabriX's expertise, we will create immersive rooms where attendees can virtually try on costumes from Wong Kar Wai's iconic films using AR technology (fabriX, 2024).

purpose:

Enhanced Engagement: This technology-driven approach will provide an interactive way for attendees to engage with the fashion pieces, making the experience memorable and informative.

FabriX's See Now Buy Now Function:

This allows attendees to purchase digital versions of garments instantly, enhancing the commercial aspect of the event, allowing Vogue to expand into the metaverse (FabriX, 2024).

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NFC Technology: Seamless access to garment information through NFC badges aligns with the event’s goal of creating an interactive and informative experience.

Guests will be able to tap their phones to the NFC badges and get instant access via a notification popping up from their screens to view exclusive fashion content, styling tips etc (Avery Dennison, 2024).

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Name: Iris Si

Age: 26

occupation: Fashion PR at The Face Magazine

Nationality: British-born Chinese

Location: Hackney Central, London, UK

Relationship Status: Single

Interest & Hobbies:

Iris likes going to the cinema at least once a week, she often goes to Prince Charles Cinema for old movie screenings.

Iris is a smoker who likes hand-rolled cigarettes.

She used to work in retail in Soho, therefore she is often attending rsvp parties and she gets recognized by her peers a lot.

She loves to travel solo and make new friends, exploring new places and making connections are her specialty.

She is also a very aesthetic person, particular about her taste and loves to get inspired by fashion magazines.

Iris has a soho house membership.

Favourite music genre:

Indie Pop

90s R&B

Favourite Artists:

Beyonce, Amy Winehouse, Blackpink, Frank Ocean.

Values:

Iris cares about sustainability, body positivity, and cultural appreciation.

relationship with Vogue:

Iris grew up collecting Vogue magazines, she always like to stay ahead of fashion trends therefore she seeks inspiration and representation within it.

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All attendees will adhere to a dress code inspired by "In the Mood for Love":

Women: Cheongsams (qipaos)

Men: Attire reminiscent of the Hong Kong British colonial era

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Authentic 1960s Hong Kong set design, including old tapestries and period decor

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Noodle Bar Corner: In partnership with HOKO, an authentic Hong Kong café located in Brick Lane, attendees can enjoy a variety of traditional dishes inspired by the film. this will enhance cultural immersion.

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Shanghai Tang Archive Collection, and Roberto Cavalli: Attendees will have the opportunity to view these iconic collections, enhanced by Avery Dennison’s NFC technology. By gently tapping their phones on the garments, they can gain access to detailed information about each piece, including the designers and brands.

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Live fashion show featuring designs inspired by Wong Kar Wai’s films, bridging past and present. It will be a dreamlike show with scenes showing from projectors alongside the soundtrack of In The Mood For Love, with models walking in Shanghai Tang, Erdem, Roberto Cavalli and Alexander Mcqueen archives.

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FabriX Immersive Rooms: With AR try-on kiosks, attendees can virtually try on costumes from the film, providing a futuristic twist to the nostalgic setting.

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Overview

A 3-hour hands-on session for 50 selected participants, focusing on the art of fashion filmmaking.

Mentors

Glen Luchford, Nick Knight, Autumn de Wilde, Ruth Hogben, Quentin Jones, Wing Shya

Activities

Storyboarding and Filming: Participants will create and shoot a short fashion film using costumes inspired by "In the Mood for Love"

Editing: Basic techniques to compile footage into a cohesive film

Promotion

Showcasing Works: Selected films will be featured on Vogue’s platforms

Follow-Up: Interviews with participants and mentors, promotion through Vogue and BFI channels

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"The World of Wong Kar Wai" film screenings in the evening, offering a deep dive into the director’s filmography

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Shanhai Tang Archive Collection from FabriX

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attendee trying the AR photo kiosk virtual try-on

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(Lightroom , 2024)

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DVD with all the Wong Kar Wai films featured

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How:

Social Media Tracking:

Use hashtag tracking tools (e.g., Sprout Social) to monitor how many Instagram stories, posts, and tweets use #VogueXWongKarWai. Track engagement metrics such as likes, shares, and comments on these posts.

Post-event evaluation Survey:

After the event, attendees will receive a personalized email with a link to an event survey. Vogue will be asking specific questions related to how attendees felt the storytelling (cinema + fashion) was presented.

Include questions like, "Did you find the storytelling innovative?" or "How did the fusion of cinema and fashion impact your experience?"

Social Listening:

Track conversations across social media platforms (Instagram, Twitter, TikTok) about the event using monitoring tools like Brandwatch or Talkwalker. This will help monitor shifts in brand perception.

Digital Sales and Conversion Rates:

Monitor digital garment sales, track sales metrics and conversions on fashion items featured during the event, especially in the “See Now, Buy Now” model with FabriX. Focus on how digital interactions and virtual garment try-ons impact purchasing decisions, particularly from younger, tech-oriented buyers.

Event Content Engagement across Social Media Platforms:

Track the number of views, likes, and comments on videos, content, and behind-the-scenes footage from the immersive rooms and fashion film workshops, especially those highlighting Wong Kar Wai’s influence.

Press Coverage:

Measure the mentions in cinema and fashion outlets like Vogue, The Hollywood Reporter, or Film Threat. This will show how the event is recognized in both industries.

Success Indicator:

Aim for at least 65% of attendees engaging with the event content via social media with hashtag use, showing that storytelling reached the wider public.

Survey responses: At least 75% positive feedback indicating storytelling was perceived as innovative.

30% increase in attendees under 35 years old. 20% growth in social media mentions from younger users (18-34).

At least a 25% increase in positive sentiment surrounding Vogue on social media.

70% or more of survey respondents answered positively about Vogue’s innovation and brand rejuvenation.

Press coverage from both fashion and film outlets increases by 20% compared to previous events.

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Employee satisfaction:

How:
Post-event anonymous surveys for all staff, assessing satisfaction with the event process, including communication, teamwork, and overall workload management.

Success Indicator:

Target 90% satisfaction with event execution and collaboration, with at least 75% indicating a positive impact on their role.

Partnerships and Sponsors:

How to collect feedback:
Post-event debriefs and direct meetings with partners (e.g., FabriX, BFI, Avery Dennison) to evaluate ROI, brand exposure, satisfaction, and impact of the collaboration.

Success Indicator:

95% partner satisfaction, with 85% stating the event exceeded expectations.

90%+ of sponsors reporting high satisfaction with ROI and exposure.

Secure at least 3 new collaboration opportunities post-event.

25% increase in sponsor renewal or new sponsor inquiries for future event.

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Vogue will measure the success of the event through both internal and external metrics. External metrics will focus on audience engagement, brand sentiment, media coverage, and sales performance, while internal metrics will assess stakeholder satisfaction, including feedback from employees, partners, sponsors, and collaborators.

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Shanghai Tang at Milan Fashion Week 2023

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Shanghai Tang is a luxury fashion and lifestyle brand known for its modern take on Chinese heritage. Established in 1994, the brand offers ready-to-wear, accessories, and homeware that blend traditional Chinese aesthetics with contemporary design. Shanghai Tang appeals to a sophisticated international clientele, they aim to be the face of modern Chinese chic (Shanghai Tang, 2024).

Brand Exposure and Alignment:

By partnering with Vogue, Shanghai Tang aligns itself with high fashion, highlighting its image as a luxury brand that celebrates both heritage and contemporary styles, particularly in connection with Wong Kar Wai’s films (Shanghai Tang, 2024), also a great opportunity to show off their archive collections with AR, blending nostalgia with new technology.

Reach New Audiences:

This collaboration gives Shanghai Tang access to a global, fashion-forward, and affluent audience through Vogue’s powerful platform (Beasley, 2024).

Reviving Prestige:

Being associated with this high-profile event boosts Shanghai Tang’s status in the luxury market (Ooi, 2019).

Exclusive Engagement and Sales: Shanghai Tang can utilize FabriX’s AR technology for showcasing products, allowing direct purchasing through the "See Now, Buy Now" model (FabriX, 2024), making the event a direct link to increasing sales.

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FabriX showroom at Paris Fashion Week 2023

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FabriX is a leader in digital storytelling for fashion, blending cutting-edge augmented reality (AR) with fashion to create immersive experiences. A pioneering company located in Hong Kong but going global, their tagline - "Fashion meets Future", reflects their innovative approach to merging technology with the fashion industry (FabriX, 2024). FabriX specializes in creating virtual try-on experiences and curating digital collections, allowing brands to connect with consumers in new ways (Hirschmiller, 2023).

Benefits:

Exposure to High-Profile Fashion Audience:

FabriX gains visibility by collaborating with a prestigious and mainstream magazine like Vogue, allowing them to highlight their expertise in AR and digital fashion to Vogue’s global audience, setting a tone for digital fashion.

Demonstrating Digital Innovation:

The partnership allows FabriX to showcase their cutting-edge virtual experiences, such as “See Now, Buy Now” features and virtual try-ons, to a wide audience, cementing their position as leaders in digital fashion storytelling (Hirschmiller, 2023).

Strengthening Industry Positioning:

As the fashion industry moves toward the metaverse and digital fashion collections, FabriX’s involvement with Vogue helps solidify its role in shaping the future of fashion. Their collaboration with platforms like Roblox further cements their position in the metaverse, increasing brand exposure to a new digital-first generation of consumers (FabriX, 2024).

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Avery Dennison is a global leader in labeling and packaging materials, specializing in RFID (Radio Frequency Identification), sustainability solutions, and innovative products for a variety of industries, including fashion. Their NFC (Near Field Communication) technology allows fashion brands to provide digital experiences to consumers through smart tags. This technology enhances product traceability, enables virtual experiences, and strengthens consumer engagement by offering detailed product information and authentication, bridging the gap between physical and digital fashion (Avery Dennison, 2024).

Partnership Benefits:

1. Showcasing Technological Leadership:

By partnering with Vogue, Avery Dennison demonstrates its leadership in smart label and RFID technology, showcasing its ability to provide solutions that bridge the physical and digital fashion worlds.

2. Brand Visibility in Fashion and Tech:

This partnership strengthens their visibility among both fashion industry leaders and tech innovators, expanding their reach across industries.

3. Positioning as a Sustainable Fashion Advocate:

Avery Dennison’s participation highlights their commitment to sustainability, leveraging their technologies to create smarter, more eco-conscious fashion solutions (Avery Dennison, 2024), this also allows Vogue to strengthen its sustainability goals too.

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Roberto Cavalli’s SS 2003 collection incorporated influences from various global cultures, including elements reminiscent of traditional Chinese fashion, such as the cheongsam. These garments featured luxurious fabrics and exotic prints, merging the elegance of Asian silhouettes with the bold, sensual style for which Cavalli is known. This fusion of East and West makes it a compelling choice for aligning with Wong Kar Wai’s cinematic storytelling, as both explore themes of culture, sensuality, and timeless beauty.

Benefits:

1. Audience Engagement
Through co-branded marketing, Cavalli can engage with a new demographic, showcasing its iconic collections, such as the cheongsam-inspired pieces, to both fashion lovers and cinema enthusiasts. The event offers the opportunity for direct engagement with consumers, leading to increased brand recognition and loyalty.

2. Sales Opportunity
The "See Now, Buy Now" feature during the event will enable Roberto Cavalli to showcase and sell its products directly to consumers. This boosts immediate sales and strengthens its connection with the growing market for digital fashion and luxury.

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Rolling Stones pop-up at the Corner Shop at Selfridges in London

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Selfridges, known for its innovation and luxury curation, offers a strategic partnership opportunity for Vogue through a 3-day pre-event pop-up.

Benefits:

1. Drive Anticipation:

Selfridges will host a 3-day pop-up event in the lead-up to the main Vogue x Wong Kar Wai event, offering exclusive teasers of the upcoming experience. This collaboration allows Vogue to engage with Selfridges' high-end, fashion-forward customer base, driving anticipation and buzz.

2. Enhance Brand Visibility:

Selfridges will increase exposure for Vogue's event, positioning it as a premium experience within the retail environment. This collaboration enhances Vogue's visibility and reinforces its presence in both the fashion and retail industries.

3. Generate Media Buzz:

Through this collaboration, Selfridges and Vogue can leverage both their digital platforms, showcasing sneak peeks, and exclusive content, and driving traffic to the event. This creates a direct link between the pop-up experience and the main event, encouraging both online and in-store engagement (Kansara, 2018).

4. Targeted Customer Engagement:

This will allow Vogue to utilize Selfridges’ loyal, high-end customer base, driving direct engagement and brand association with luxury (Nast, 2024).

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1. HOKO London as a Collaboration Partner:

HOKO London will contribute to the immersive experience at the event by setting up a noodle bar corner. This addition brings a unique cultural and sensory element, enhancing the venue's atmosphere and providing attendees with a taste of HOKO's innovative food offerings. This collaboration strengthens the connection between fashion and lifestyle, aligning with the event’s theme of cultural fusion (HOKO, 2024).

2. Soho House as a Collaboration Partner:

Soho House will be involved solely for promotional purposes, helping amplify the event’s reach within its exclusive network. With its prestigious membership base, Soho House’s participation helps position the event as a high-end, culturally significant experience, attracting influential individuals and further enhancing Vogue’s brand image.

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(Event Dates: October 4th & 5th, 2025)

According to the primary research, most fashion events/pop-ups offer a free tote bag for attendees, this allows the brand to subconsciously leave a bigger impact in the attendees' minds (appendix A).

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1. Expand Digital and Augmented Experiences
Following the success of FabriX’s AR technology at the event, Vogue should continue exploring digital fashion and augmented reality experiences. FabriX’s integration of AR into fashion events, such as those at Paris Fashion Week, provides a model for how Vogue can create a more immersive, digitally-forward experience (Zhang, 2024). This will appeal to younger audience who are proficient with technology who are also into fashion, allowing Vogue to position itself at the forefront of fashion innovation in the digital realm.

2. Leverage cross-industry partnerships
Vogue’s collaboration with Wong Kar Wai successfully bridged cinema and fashion, creating a unique platform for cross-industry partnerships (Nast, 2024). Building on this momentum, Vogue can continue partnering with cinematic artists to create unique fashion and cultural events, appealing to audiences with similar tastes in art and film (Beasley, 2024). According to the focus group interview, Dominik Hyuga mentioned “Fashion, film and music work so well together, creative industries should do collaborations more often to allow creativity to blossom.”

3. Focus on Expanding Niche Audiences
The Wong Kar Wai event demonstrated the potential for Vogue to expand its audience by embracing niche markets, such as film lovers, indie cinema, and cultural enthusiasts. Engaging with these audiences allows Vogue to diversify and create more inclusive experiences, reaching fashion and film enthusiasts (Lam, 2023). According to primary research, it is seen that more than 60% of individuals believe that Vogue is rather traditional and it can get “boring” to a certain extent, diving into nicher markets might broaden Vogue’s audience and sphere of influence (Appendix A, B).

4. Metaverse Integration for Younger Audiences
The event highlighted the appeal of digital fashion, especially through collaborations with brands like FabriX, which is already venturing into the metaverse to sell digital garments (FabriX, 2024). By tapping into these virtual spaces, Vogue can engage younger, digitally-native audiences and further strengthen its reputation as a pioneer in fashion and technology (Maguire, 2022).  According to primary research, it is apparent that after COVID-19, dressing up users' online avatars with digital garments became trending (Appendix A), this is a great opportunity for Vogue to utilize it.

5. Use Post-Event Content (Behind the Scenes) for Brand Rejuvenation
Repurposing event content for ongoing marketing is key to maintaining momentum. Vogue can use behind-the-scenes footage and highlights from the event to create engaging content for social media and digital publications (Bakker, 2024). Just as the Vogue x Wong Kar Wai event, building that longevity after the event such as merchandise, and releasing fashion films from the workshop can

extend the life cycle of the event’s impact, ensuring its relevance long after the event (Appendix A, B).

6. Expand the "See Now, Buy Now" Model

Continue growing the "See Now, Buy Now" model, ensuring that the purchasing experience during Vogue events is seamless and immediate. Integrating more brands into this model will drive both engagement and sales, ensuring consumers can purchase directly after the event.