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Fashion Instagram video that did 0× its author's usual

Amid the effects of the global financial crisis, designers Viktor Horsting and Rolf Snoeren came up with an idea that was as simple as it was ingenious: turning the “cuts” in the economy into literal cuts in enormous tulle dresses. The result appeared in a Viktor & Rolf collection and became one of those moments when fashion and historical context unexpectedly came together. Gigantic ball gowns, made from countless layers of tulle, appeared on the runway with huge sections seemingly removed from their structures. Some featured geometric cuts so precise that they gave the impression that parts of the dresses were simply floating around the models. The inspiration came directly from the economic crisis. While companies and individuals were being forced to “cut costs,” Viktor & Rolf decided to take the expression literally and cut their own ball gowns. But turning the joke into reality required almost architectural precision. The many layers of tulle had to maintain their enormous volume even after large sections of fabric were removed, creating surreal shapes that seemed to defy gravity. Even the set design matched the spectacle, featuring a huge illuminated globe created by Studio Job. Singer Róisín Murphy also performed live during the show, wearing a monumental creation by the duo. The audience might not have immediately understood the concept. But for photographers, those dresses were practically impossible to ignore. Via: @umaodisseianopassado

@empyrealwealth · 134K followers

×0its author's usual

This creator normally gets 51K views. This one got 21K. That gap — not the raw number — is what makes the format worth copying.

A fashion show features models wearing avant-garde dresses that appear to be cut in half, with the top and bottom sections floating independently. The video highlights the unique design and the photographers' ability to capture the illusion.

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21K
Views
1.1%
Engagement
80/100
Virality

Likes 240Comments 2Shares

Why it worked

The video creates a strong sense of curiosity and wonder due to the surreal visual of the 'floating' dresses. The on-screen text immediately sets up a narrative of misunderstood genius, drawing viewers in to see the 'perfectly captured' moments. The unique fashion design is inherently shareable and sparks discussion.

Highly unique and visually striking contentIntriguing on-screen text that builds curiosityGood use of music to enhance the moodClear demonstration of an innovative concept
innovationcreativityfashion historyartistic expression

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