Marques'Almeida are well-known for being directly inspired by the women around them — their M'A girls are both their style icons and family. Tasked with spotlighting these women not only as fashion models, but as role models, BOUM executed a full show and video projections inside the Leake Street Tunnel.
While 48 models walked the runway, the M'A girl gang appeared on the concrete walls: declaring why it's important to be an M'A girl and dreaming about messages they'd deliver to their teenage selves.
The salute to blissful youth and 90s nostalgia was topped off flawlessly as Fatboy Slim appeared for the finale. Over 700 guests witnessed this story live, and uncountably more as it was shared between platforms and friends.