At Pigalle Paris, musicals are the new fashion shows

In a world where you’re used to experiencing fashion through everyone else’s Instastories, the future of fashion shows remains uncertain. How can brands provide a new, exclusive and unique experience every season? This week, Pigalle Paris might just have found the perfect format. June 21st being France’s much-beloved “Fête de la Musique”, designer Stéphane Ashpool decided not to stick with the oh-so boring ten-minute fashion show, but he organized instead a big musical production you could only refer to as promising “off-Broadway” show. For “Sound of Paris”, organized in collaboration with Beats by Dre, Ashpool invited artists like Larry Vickers, Ichon or Papooz to come up on stage and become the protagonists of a musical telling the story of to lovers in the city of Paris. Of course, the entire cast was dressed in the brand’s new designs, starting with the two main characters Regina Demina and Radouan Leflahi. After the show, Pigalle Paris invited their guests to share a cocktail, meet the cast, and check out every detail of the new collection.