Many digital formats were developed also in the fashion industry due to the pandemic, including the trade fair
format “Digital Fashion Week – Europe” that took place in summer 2021. Marc Cain presented its spring collections 2022 as part of this – with the specially produced film “Keep on Dancing”.
In keeping with the season’s motto, the fashion film of the same name presented the Marc Cain collections, new silhouettes and the exclusivity of materials with playful dance. The Marc Cain headquarters were turned into a dance stage. The choreography comes from the internationally successful dancer and choreographer Eric Gauthier.
The film celebrated its premiere on the main stage of the “Digital Fashion Week – Europe” and was then published on Marc Cain’s YouTube and other social media channels. During the first broadcast on the exhibition platform, the spectators had the opportu-nity to converse directly with Marc Cain via a chat function. Choreographed live dance performances on the streets of Dusseldorf (during the DFD), Berlin (during Fashion Week), New York (during COTERIE) and Barcelona kept the “Keep on Dancing” idea going.