When the official Trek The Runway site goes live and the countdown begins, Trekstock will also create an ‘Event’ for Trek The Runway on their Facebook account. Displayed above is the event page. As you can see every single piece of vital information can be seen in the ‘Details’ section. The only difference in the visuals for Trek The Runway with regards to the information displayed in the event picture, I decided to leave off ‘HOSTED BY HARY STYLES’ as I thought that it was important not to overwhelm the image as it is on a much smaller scale than the others. With that being said I came to the conclusion that just the event title and the date of the event should be included in the main picture. The information about the host of our show is listed in the ‘Details’ section, so that information is definitely received by the viewer upon reading more about the event. Both the event hashtag and the two links to the official Trek The Runway site and Trekstock’s website are printed at the bottom of the description so that the viewer can decide if they want to explore this event further or find out a little more about Trekstock as an organisation. Hopefully, a lot of people will say they’re ‘interested’ if not buy tickets and listing themselves as ‘going’ as well as inviting they’re friends to get more people involved and get them aware of what Trekstock does.
When the official Trek The Runway site goes live, Trekstock will have the event as its homepage for a while. This is so that if people are unaware of the event through social media but they visit the Trekstock site, they will immediately be made aware of their latest fundraising event and can look into it further. Both the date of the event and the logo are the fundamental elements to be made clear on Trekstock’s website but below some information is provided about Trek The Runway, as always with the Barbican Conservatory as a beautiful backdrop, with just a brief taste of what the event has to offer as well as our incredible host which is bound to draw countless people to the event. At the bottom of the information is the hashtag for the event, #TrekTheRunway which will be what people can use on social media in order to comment on and find the event as it will be present on all social media accounts. At the very bottom of the webpage is a direct link to the Trek The Runway official site, the Facebook Event, and our Instagram account. This just makes it very clear and easy for the viewer to go forward in whichever way they choose and where they want to find out about Trek The Runway next.
Now, on to the promotional aspect of the event. I’ve made some mock-ups of the online presence Trek The Runway will have. This will come in the form of; the Facebook event, the Instagram account, Snapchat filters, on Trekstock’s website, and finally the official Trek The Runway event site. As you will soon come to see, after seeing all of these pages, they all feature the Trek The Runway logo against the backdrop of the Barbican conservatory. The result of this is something that is sleek, eye-catching and in keeping with the event’s overall aesthetic. So, just focusing on the Trek The Runway official website, it is the home page of the site that can be seen displayed above. When the site goes live, which I should estimate to be about two or three months before the event’s launch, the home page will display the important information ’COMING TO YOUR SCREEN JUNE 2 2018’, meaning the launch date, ‘GET YOUR TICKET HERE’ which once clicked on will take you to the webpage where you can purchase your ticket to gain access to the virtual tent for the show. The fact that we have secured Trekstock brand ambassador and teenage heartthrob, Harry Styles to be the host of the event is also displayed. This will attract a lot of attention – let’s face it, mostly young female attention – but it is sure to gain a lot of publicity for both the charity, the event and Harry Styles. It will also display a countdown until the event launches, thus reminding everyone who visits the site of just how close it is which I think adds a nice touch to the site as its not all just static information. All of the text and colour palette used is in keeping with the Trek The Runway logo, thus maintaining a cohesive design throughout and establishing a strong sense of brand indemnity. The layout of the website itself is synonymous with Trekstock’s official site which strongly links to event to the charity, thus clearly establishing that relationship between host and event. Now for the headings on the site. Once ‘THE EVENT’ is clicked on more information will be displayed about Trek The Runway including the exact time of the launch, and a brief description as to what Trekstock do and why they have decided to put this event on etc. When someone clicks on ‘LOCATION’ it will take you to a page telling you about the venue, the Barbican Conservatory and why we thought it was the right choice for the event, as well as a map of how to get there and travel information such as nearest tube stations etc. ‘WHO’S TREKKING” will tell the viewer what models we have secured. Finally, when ‘SHOP’ is selected, it will take you to the page where you can purchase tickets for the event. At the very top of the webpage there are also links where viewers can ‘Donate’, ‘SIGN UP TO OUR MAILING LIST’ and also visit out social media sites and also Trekstock’s official site, which is represented by the green heart.
When I thought about how these nine incredible brands were contributing to this fundraising effort, it occurred to me that we could take this one step further in terms of their involvement… As well as providing the looks that will be trekked on the runway for this event, each of ‘The Trekstock Nine’ will give Trek The Runway two items from those looks to be entered into a raffle where they can be won by the general public. To enter into this raffle so that you can stand a chance of winning these phenomenal pieces is to simply purchase a ticket for Trek The Runway which will not only gain you access to the virtual tent but will also mean that you have secured yourself 10 entries into the raffle. Although it doesn’t stop there, to increase your chances of winning, you can donate more money so that you will be entered in even more times. For example, donating an extra £10 will put your name in 100 times and donating an extra £25 will but your name in 250 more times. These are the two pieces I think would be great if each of ‘The Trekstock Nine’ would donate to the event. I have selected these specific pieces because they are iconic and clearly represent each brand’s identity. I think that every one of these pieces will ensure high donations for this raffle. Alexander Wang. 1) Parental Advisory Sweatshirt – SS14 – Retails at £805. 2) Rocco Texture Leather Tote (Black) – Retails at £795. Balenciaga. 1) Quilted Leather Jacket (Yellow) – Retails at £1,018. 2) Classic City Texture Leather Tote (Black) – Retails at £1,195. Balmain. 1 Leather Rope Detail Dress () Khaki/Black) – FW14. 2) Checkered Co-Ord (Cobalt Blue) – SS15. Givenchy. 1) Bambi Print Neoprene Sweater (Black) – FW13 – Retails at £1,112. 2) Rottweiler T-Shirt – FW11 – Retails at £215.
Kenzo. 1) Kenzo x H&M High Neck Puffer Jacket – FW16 – Retails at £199.99. 2) Kanvas Backpack (Pale Grey) – Retails at £260. Moschino. 1) McDonalds Sweater – FW14 – Retails at £410. 2) Small Biker Bag (Black) – Retails at £1,458. Tommy Hilfiger. 1) Tommy Hilfiger x GIGI HADID Flared Striped Jeans – SS17 – Retails at £320. 2) Silver Down Puffer Jacket – Retails at £190. Vetements. 1) Logo Hoodie – Retails at £647. 2) VETEMENTS x Reebok Instapump Fury Hype Met Sneakers – SS17 – Retails at 525.
In terms of who’s wearing the clothes, we’ve got a whole host of fantastic models. I know that if we can get a bigtime supermodel, it will all but ensure the success of the fundraiser. With that in mind, our first step will be to secure Kendall Jenner and Cara Delevingne. This is obviously a big ask, but with Harry Styles as one of your ambassadors, getting him involved and using his contacts will make all of this possible. And with these two amazing, and not to mention extremely well connected women, this rest are sure to follow. On the topic of Harry Styles, I think it would brilliant to capitalise on his position as an ambassador from Trekstock, and asked him to host the fashion show. Not only that but I think it would be amazing if were to perform one of the songs off his upcoming album, which will not only gain publicity for Trekstock but for him as well. A win-win. We also have our eye on rising star, Luka Sabbat who is taking the modelling world by storm. With the models on board that this generation are following all over social media as well as in their work walking for countless designers, covers on high-end fashion magazines as well as their own personal ventures, social media will be a key element to this event. This means that the online presence for Trek The Runway has to be epic – as this is what their target audience is all about – they’re the technology age. In addition, there could also be potential to get in contact with longtime Trekstock supporters and maybe see if they would be interested in trekking the runway so that it really is an event that appeals to everyone and the audience gets to see some of the people that Trekstock has worked so hard to help already, thus showing them how many more the audience can help in the future.
So, we’ve got a location, but who are we going to fill it with? First, let’s talk about the designers. Out of the very long list exhibited on my overall idea page for Trek The Runway, I managed to narrow it down to these final nine brands. Given that Trekstock is a charity for young people, the designers I have selected really reflect that youthful spirit – from Tommy Hilfiger to Alexander Wang. All of ‘The Tresktock Nine’ as I call them, are unique in terms of innovation for design and appealing to the hearts and plastic of the young adult. I think it’s vital to include a number of designer that are on the higher end of fashion – they’re desirable and this will captivate the audience’s attention and make them want to be a part of this. Not only are these brands desirable but a few have been known to do collaborations, with both Balmain and Kenzo teaming up with H&M to create some truly unforgettable collections – and who knows maybe a few of those pieces will end up on the runway. Also, Yeezy’s brand is in direct collaboration with adidias thus appealing to monster trend that is ‘street style’ and also Tommy Hilfiger’s collaboration with top model Gigi Hadid was a massive success and again gained the attention of Trekstock’s target audience, thus making these carefully selected brands perfect to be part of ‘The Trekstock Nine’. So, what ‘The Trekstock Nine’ will be doing is, they will be responsible for filling the runway with an array of their own designs whether they’ve been taken from a past collection or from several collections past or with them choosing to debut some pieces from they’re upcoming collection at the event – the choice is theirs. This makes it very exciting as the audience physically inside the venue and the spectators online will get a chance to see a mixture of new innovative designs from their favourite brands as well maybe getting a chance to see something from years past that they fell so very much in love with.
Let’s look at the word Trek a little bit more. As I have stated previously, trekking is something you typically do in nature. Therefore, I wanted the venue for the fashion show to reflect this aspect, especially given the fact that Trekstock places such an emphasis on wellness. However, I didn’t want to do it in that typical sterile industrial setting. I wanted this show to be bursting with greenery and so beautifully alive. With all of that in mind, I’ve chosen to hold the show in the Barbican Conservatory. As you can see, the space is bold, dramatic, exciting… and very green. The perfect place to host this very important event. The space is both very visually dynamic and has a phenomenal layout with multiple levels, making it a location that would do this event incredibly proud. There is not another venue that serve this event better.
When it came to visualising Trek The Runway, the first thing that came to mind was what the logo would look like. I think that it’s so important to take into consideration what the target audience of Trekstock, young adults, is interested in today and what kinds of things influence them. And with myself being very much part of that demographic it meant that this was a fairly easy thing for me to brainstorm about. One of the main things that sprung to mind was that of the ideology of old versus new. This is how I came to the conclusion to use two fonts – one exuding a young, fun spirit and of course with this generation that meant being part of the Helvetica family, with the other the effortlessly chic font of Didot. Both fonts complement each other incredibly well with both being very strong and demanding to the audience. I thought about which font would house which words but it quickly became clear that ‘TREK’ was obviously the predominant element of the event’s title as it directly links to the charity that is hosting the event, Trekstock. played around with the positioning of the words but I wasn’t a fan of them being very separate to each other so when I made it so that they were just about touching, it just clicked – it looked like a runway. My decision to alter the colour of Trekstock’s blue heart to a green one was purely due to the fact that when I think of trekking I think of nature and nature to me means green. Also, I already had some venues like the Barbican Conservatory in my head and thought that if it were green it would make everything that came next that much more cohesive as a concept. Thinking forward, in terms of visuals that I would produce for both online and offline elements for this event, I had the idea of just removing the slogan and the heart and keeping the all black text, but I also played about with making the word ‘TREK’ a beautiful khaki colour with ‘THE RUNWAY’ remaining black just to highlight on the Trekstock connection even more. The logo for this event is very much in the same layout to Trekstock’s original logo, therefore making their relationship to each other clear. As this is a Trekstock event with the goal the exact same that of Trekstock’s which is ‘YOUGN ADULT CANCER SUPPRT’ keeping the slogan the same was something that I didn’t even give a second thought as this is what we’re trying to achieve here with this fundraising effort.