Miele Catwalk
(Crossmediaal)

Miele was looking for a 360° communication for their washing machines. The idea was as creative as it was eye-catching: the company organised a 100% Belgian fashion show with the slogan: ‘Miele wants to be your clothes’ ‘favourite brand’. The perfect steppingstone for a successful washing-machine campaign.

MIELE CATWALK

Miele Catwalk is a two-day fashion event at which Belgian top designers and fashion labels can showcase their latest collections. Also young talent from the Antwerp Fashion Academy is given a chance.

THE INPUT FROM CREATIVE LAB:

• De Standaard as media partner of MIELE CATWALK
  With famous fashion journalist Veerle Windels, De Standaard Magazine has become the trendsetter in the field of fashion. Via De Standaard, De Standaard Magazine and Standaard.be, a wider and more upscale audience has been introduced to 'Miele Catwalk'.
  Campaign in Het Nieuwsblad Magazine and De Standaard Magazine.
  To give 'Miele Catwalk' maximum exposure, the Corelio Connect magazines carried a communication campaign during the months of May and June.
• Competition in Het Nieuwsblad and De Standaard
  To bring 'Miele Catwalk' closer to their readers, these papers organised a competition for the last few tickets. The winners received VIP treatment and got to meet the Corelio fashion experts, Veerle Windels and stylist Lien Degol backstage. A unique opportunity to discover the world of fashion from the inside.
• MIELE CATWALK Style Guide
  De Standaard Magazine of 25 June featured a Style Guide of no less than 16 pages. Readers got to peek behind the scenes of the greatest fashion houses, visited Belgian fashion labels, read interviews with prominent Belgian designers and were given a foretaste of the latest 'Miele Catwalk' collection. At the event itself, all those present were presented with a copy of this unique guide.
• Fashion workshop with Nieuwsblad.be/life
  The theme of the third 'Miele Catwalk' was 'Cocktail'. In conjunction with Nieuwsblad.be/life – the site boasting the highest number of female visitors in Belgium – we organised a cocktail-dress workshop, complete with professional photo shoot. The photographs were subsequently published on Nieuwsblad.be/life, where surfers could vote for the most fetching dress and win a VIP invitation to 'Miele Catwalk'.