Shareef Mosby
VICTIM15 · Richmond, VA
Case Study
Experiential Fashion Show
Two cities. Two stages. One mission: to change the face of fashion.
Change of Fashion, the live fashion show experience captured at the BET Awards in Los Angeles.
The 2024 McDonald's Change of Fashion program set out to drive change around Black representation in fashion. The industry frequently pulls inspiration from Black culture, but doesn't always embrace Black creatives. Only 7.3% of American fashion designers are Black. The program paired five rising Black designers with five fashion insiders for career-changing mentorships, while providing access, resources, and a stage to let their brands shine. As part of the team of experts behind the production, my work brought that mission to life as a live experience, twice, in front of national audiences.
We told the story of two major platforms in two weeks, both live experiences and activations that demanded impeccable timing, first-hand celebrity involvement, and the care of the designers and talent at the center of it all. First, an exclusive fashion show experience at The BET Awards in Los Angeles. Then, the following week, the same show reimagined with an entirely new buildout at Essence Festival in New Orleans. Our team was responsible for the production of the fashion show experience end to end.
Los Angeles
An exclusive Change of Fashion show experience staged at the 2024 BET Awards, culminating with the designers honored on the broadcast as McDonald's Shine A Light honorees.
New Orleans
One week later, the same show returned with a completely new buildout for Essence Festival, with a fresh stage, a new audience, and the same uncompromising production standard.
A live fashion show leaves no room for error. From run-of-show and call sheets to wardrobe, styling, talent wrangling, and logistics across two cities, the production ran on tight timing and constant coordination. The goal was simple and demanding: give five designers, and the culture they represent, a flawless stage worthy of the moment.
The campaign films capture the energy of the program and the designers at its heart, from the runway moment to the mentorships changing their careers.
We're Changing the Face of Fashion, the program film
Get To Know Change of Fashion, meet the designers
A week after Los Angeles, the experience returned at Essence Festival with a full new buildout. Captured on the ground: the McDonald's activation, and the fashion show experience in front of the crowd.
VICTIM15 · Richmond, VA
Nia Thomas · New York, NY
Freddie Estelle · New Orleans, LA
Muehleder · New York, NY
HEARTHROB · Brooklyn, NY
In Partnership With
We Are Golden & Black Owned Everything
Across two of the most important stages in Black culture, back to back in two cities, the Change of Fashion experience put five rising designers in front of national audiences and celebrated the talent the industry too often overlooks. It delivered a platform for visibility, mentorship, and momentum, with the precision a live broadcast and festival crowd demand.
2
Cities & full buildouts across back-to-back weeks
5
Rising Black designers spotlighted
2
Marquee platforms: BET Awards & Essence Fest
1
Mission to change the face of fashion
