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 program all handled by the studio.
Challenge
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.
Approach
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
Questions
About the ViCES & Co. × Billboard Canada project
- What did ViCES Studio do for ViCES & Co. × Billboard Canada?
- 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 program all handled by the studio.
- What was delivered for the ViCES & Co. × Billboard Canada project?
- 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.
- What was the scope of work for ViCES & Co. × Billboard Canada?
- Show Production, Capsule Styling, Model Casting, Media Partnership, Content & Media. The project ran in 2025 in the events & launches category.
- How was the ViCES & Co. × Billboard Canada project produced?
- 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.
- What was the outcome of the ViCES & Co. × Billboard Canada project?
- 1 Night Show produced end to end, NXNE Festival audience, live runway, Billboard Canada as media partner.
- How is a project like ViCES & Co. × Billboard Canada produced end to end?
- Designs are created in-house and fully custom, then produced through an established worldwide supply chain, with sampling, quality control and freight managed as a white-glove service. Most programs run four to eight weeks from approved design.