Dior Backstage
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Ubiquity Concept is a Belgian consultancy firm with a great reputation for brand activation and media marketing. But most people know it because of the fabulous parties they throw. Hot Couture is one of those concept parties, which revolves entirely around fashion and hot looking people. Dior Backstage is another well-known event that draws hundreds of visitors each time. We went and had a look for ourselves to see what all the fuss is about.
The party was announced as offering partygoers a unique and very exclusive look behind the scenes of a real fashion show, organised by Dior. The overall look of the website and the invitations made us very excited to be going to the party. In our imagination, we were arriving there in a limousine, striding over the red carpet and posing willingly for all the photo-ops. Needless to say, we have a highly overactive imagination.
We waited in the long, long line, just like all the other visitors. There were a lot of them, because everyone could attend the party for free, as long as you subscribed to the newsletter on the site and printed out the invitation they sent you subsequently. As we all know, no entrance fee equals a lot of people… This also meant the crowd was a mixed lot, but we did spot many very goodlooking and fashionable people. Surprisingly enough, there were heaps of gorgeous looking guys! Shame on us for thinking a fashion event like this was going to attract mainly girls, obviously there are a lot of really fashionforward men in our country!
The place to be was Tour&Taxis, a beautiful location, yet the area that was used for the party could come off as a little sterile. The organisation did their best to make the space look like a stylish lounge room. There were little corners everywhere, with bars from Schweppes, Red Bull, Carslberg and Laurent Perrier. We especially liked the make-up corner, where Dior make-up artists transformed visitors in topmodel look-a-likes. Kerri happily tested out their professionality, and we both agreed she looked dazzling afterwards (though we have to admit she already looked kind of stunning to begin with).
In the middle of the room there was this huge semi-see-through black box, where real models were being treated to the full package by other make-up artists and stylists. They were being prepped for the fashion show that started a little before midnight. The concept of the box is a good idea, and we thought it was really fun to watch the models, peeping toms as we are… But we have to admit we were a little disappointed by the show itself. The models strode on the catwalk surrounding the box and then made their way onto a black carpet through the crowd. However, they weren’t wearing Dior fashion, the focus was clearly on their make-up. Which makes sense, given the entire Dior Backstage theme, we could suspect the event was at least partly meant to promote Dior’s Backstage make-up line. But we were thrilled when suddenly a few models emerged carrying colorful armcandy: gorgeous Dior bags.
Going over which bag we liked best we finished our glass of champagne. In the meantime, various fashion DJ’s began playing their favorite tunes to set the crowd off dancing. Unfortunately, our fashionable heels were killing our feet so we made our way back to our (regular, not limousine-sized) car. We had a great night, felt like models if only just for a moment, and we were within reaching distance of several multi-thousand-euros Dior bags. But perhaps next time there could be a goodie bag or something? Like, I don’t know, a free little mascara maybe? It’s just a thought…
xx Steph
