Culpo x INC Launch

Macy’s partnered with Olivia Culpo and her sisters Sophia and Aurora to launch a new INC clothing line during a time when traditional in-person launch events were no longer possible. Colormatics was brought in to create a virtual, livestream-style fashion event that could generate media buzz, engage press, and introduce the collection in a fresh, entertaining format.

Challenge

With COVID eliminating in-person fashion events, Macy’s needed to launch a high-profile clothing line entirely virtually. The challenge was to replace the energy of a physical launch party with a digital experience that would still attract media attention, avoid “Zoom fatigue,” and keep audiences engaged from start to finish while showcasing three distinct personalities behind the collection.

Solution

Colormatics designed a hybrid pre-recorded and live-streamed event centered around the Culpo sisters. The experience included: Pre-filmed cocktail segments featuring each sister Interview content explaining the inspiration behind the collection A live moderated Q&A session with audience questions fed in real time A structured “evening event” format to mimic an in-person launch party The production blended lifestyle storytelling with live broadcast elements to make the virtual event feel polished, interactive, and entertaining rather than like a standard livestream.

Results

The virtual launch successfully replaced a traditional in-person fashion event and helped generate strong media engagement despite the remote format. Press and editors tuned in live, and the campaign was well received internally for its creativity and execution under tight constraints.