ViCES & Co. × Billboard Canada · Events & Launches · 2025
A runway inside a festival, built in one night
ViCES & Co. and Billboard Canada staged a live runway show during North by Northeast in Toronto, a music-festival crowd turned into a fashion audience, with the capsule, the casting, the run-of-show and the content programme all handled by the studio.
Goals
What the brief had to solve
- 01
Put the ViCES & Co. capsule in front of a live music audience, not a fashion-week one.
- 02
Give Billboard Canada a segment worth covering as editorial, not as an ad.
- 03
Leave the night with a full content library ready to run the following morning.
Process
How it was made
Concept
Built the show around the festival room itself: dark venue, gold stage wash, no set build competing with the clothes.
Capsule
Selected and styled the looks that walked, sequenced so the strongest pieces closed the show.
Casting
Cast models and hosts through the ViCES Swim Week talent funnel, fitted and rehearsed on site.
Run-of-show
Locked timing, music, lighting cues and walk order against the festival's live schedule.
Partnership
Ran the show with Billboard Canada as media partner, with press and photo positions built into the room.
Media
ViCES & Co.'s media team shot runway, backstage and crowd, cutting social edits for release straight after the night.
Deliverables
What shipped
- •Full runway show production during NXNE
- •Styled capsule line-up and walk order
- •Model and host roster, fitted and rehearsed
- •Billboard Canada media partnership integration
- •Runway, backstage and crowd content library
Outcomes
Where it landed
1 Night
Show produced end to end
NXNE
Festival audience, live runway
Billboard
Canada as media partner
