How on earth do you disrupt New York Fashion Week? If you’re Lexus and you want to top your competitor Mercedes-Benz–which probably has the largest hold over New York Fashion Week among all the automakers, being the primary sponsor at Lincoln Center and all–you do something drastically different, like team up with MADE Fashion Week, Coco Rocha, Giles Deacon, Joe Zee and Legs, the award winning multimedia arm of Milk Studios to present a revolutionary live fashion performance called Lexus Design Disrupted that involves holographs–yes, holographs.
“We really wanted to think very outside of the box and be disruptive,” said Lexus media manager Teri Hill.
So they hired choreographer Ryan Heffington, who has worked with Ke$ha, to conceptualize a contemporary/modern dance performance starring Rocha, a natural choice because she’s no stranger to dance, wearing pieces from Deacon’s archive. Then, they gathered up an audience of fashion and entertainment personalities at Sir Stage37 last night that included Mary-Kate and Ashley Olsen, Sarah Jessica Parker, John Legend, Neil Patrick Harris, André Leon Talley and Chloe Nørgaard.
Around 9 PM the lights dimmed and Rocha, who looked fierce in her edgy new short hairdo, stepped on stage wearing a billowy cream gown from the fall 2013 Giles collection. Then she let go, putting out a dance piece that seemed more fit for BAM than a space filled with fashion week partygoers. Rocha danced perfectly in tandem with the pounding rhythms and striking visuals, the three other back-up dancers, and–a holographic image of herself.
Deacon told us later on backstage he had an idea about what to do as soon as he saw the treatment for the project. “I knew what elements I wanted to put in the show,” he said. “So it was all that very kind of work couture aspect of the collection we do in London with the laser cut silver, embroidery, the big gazar gowns–they all just seemed to work perfectly within the context.” Regarding Rocha, whom Deacon has worked with several times before, he said, “She brings a special life to everything.”
Afterwards we chatted with Rocha, who admitted, “I’ve never done modern and I’ve never done contemporary.” Well, she sure fooled us. Rocha was very excited with the whole idea of the fusion of fashion and technology. “This will go down in history,” said Rocha. “We’ve seen Tupac, we’ve seen when Kate [Moss] did [Alexander] McQueen, but it’s never been able to transition with a human and a holograph, so we’re very excited.” Could this be the future of fashion?
Click through to see the party pics.