Tourism Calgary initially launched the campaign at Paul Hardy's 10th anniversary fashion show this fall, asking Calgarians and visitors to answer "What's in style in Calgary?" using the hashtag #StyleYYC. The response received was overwhelming, and dress designer Paul Hardy was immersed in tweets for the creation.
"From the different fabrics to the city skyline, every aspect of the Tweet Dress was motivated by the abundance of tweets we received from Calgarians," says Hardy. "Conversations took place online about popular restaurants, our unpredictable seasons and the necessity for layers, to historic city landmarks and more. From these tweets, the dress was easily shaped, as each design decision was dictated by the people who love Calgary."
Although Calgary is widely recognized as an economic engine, the Tweet Dress initiative was developed to increase awareness of Calgary's unique culture and talented creative community.
As the debut of the dress neared, the tweets continued to pour in, further evolving the dress and even inspiring the accessories, including an authentic pair of Alberta Boot Company cowboy boots and a Smithbilt hat. "The Tweet Dress is such an inimitable story-telling tool for Calgary as a city, because every single detail on the gown is connected to a tweet," said Gisèle Danis, Vice President of Marketing, Tourism Calgary. "It is an exceptional representation of the different tastes, personalities and voices that blend and shape Calgary style."
At The CORE Shopping Centre's exclusive 'Twas the Night event in Calgary, fashion aficionados were the first to see the dress as it was unveiled. Guests had the opportunity to see the stunning gown up close, with Paul Hardy on hand to describe the design process and the story behind each striking detail.
The eight-piece ensemble includes a stretch leather bustier with city skyline and a crystal décolletage, distressed leather half chap spats and stretch velvet denim pants. It also features a full length ruffled evening skirt embellished with tweets, a hand dyed knit cardigan with a Calgary Stampeders logo on the back and a shearling shrug. The look was adorned with a Smithbilt cowboy hat, Alberta Boot Company boots and sunglasses.
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