Alexander Wang - Welcome to the Garage

Alexander Wang's ‘The Garage’ reimagined the typical fashion campaign. To do so, the renowned brand brought on Good Company, along with their director Maxime Quoilin, to deconstruct the format, creating a viral stunt comprised of live, CGI, and pre-shot content to coincide with their latest runway show held at their newly renovated Soho flagship store.

Good Company created a riveting pre-show film starring Kim Cattrall and a live art installation to synchronously accompany the film and fashion show. Quoilin directed the film and oversaw the creative direction of the installation.

The lead-up film, released earlier on the event day on AW’s socials, features Kim Cattrall in the back of a classic black Lincoln Town Car, driven by iconic rapper and influencer Tommy Cash, as they are on their way to The Garage Show, drifting and weaving through New York’s downtown streets before we see the vehicle crash into AW’s Soho flagship store on surveillance footage. Good Company, working with London VFX house Analog, crafted flawless CGI work to sell the ‘crash.’ The film ends with Kim exiting the crashed vehicle as she makes her way into The Garage, with viewers left wondering how this was all done.

As guests arrive at the show, they are greeted by Kim’s Lincoln dangling out of the store’s exterior facade. Inside, the live show featured styles from the pre-fall, fall, and resort collections, simultaneously captured using 13 cameras and showcasing the classic edge that we expect from AW fashion shows. Good Company’s post-production team worked around the clock, turning around the edit of the show, seamlessly joined to the crash film, within 48 hours.

As we approach the 20th anniversary of Alexander Wang, the brand has slowly begun to separate the man from the brand to ensure that it has longevity well past Wang’s retirement. In this relaunch, AW continues to challenge the conformity of luxury while still clearly intertwining their signature daring, energetic, and unconventional approach to fashion that the brand has long been admired for.