Fashion shows have always taken place behind closed doors.
The brand EN ROUTE shunned this convention, imagining a whole new format:
a crowdsourced fashion show.
With an iPhone app, EN ROUTE enlisted an army of smartphone photographers to realize a new connection between fashion and labor.
Photos were shared around the world in real time, and EN ROUTE had forged its street-oriented brand image in grand fashion.
In just three hours, 1000 photographers had turned the world’s first crowdsourced fashion show into a fashion free-for-all. Beyond all the excitement, however, lies an important message: that the exclusive world of fashion has a lot to gain by opening its doors to all people. With this, fashion has taken an important step en route to “democracy.”