Held in Bata’s hometown of Prague on the occasion of the company’s 123rd birthday, the inaugural spectacle featured catwalk shows, exhibitions, celebrities, prominent designers and much more.
For two days, thousands of visitors from all over the world had the opportunity to enjoy fashion shows, design exhibitions and dialogue with top Bata representatives, in the city’s Holešovice district.
The weekend was attended by members of Bata’s executive committee, including Group CEO Alexis Nasard and chief marketing officer Thomas A. Bata, along with Thomas G. Bata and Christopher Kirk, and a host of Bata managers who were on hand to provide information about Bata’s mission. The two-day event also welcomed many important celebrity guests not only from the Czech Republic but from over 20 countries around the world, including TV stars, models, editors from top media publications and bloggers, who all traveled to Prague to be part of the event.
In order to create a suitable atmosphere for such a momentous occasion, the Bata Fashion Weekend worked with distinctive aesthetics inspired by fashion shows in New York, Paris and Milan. The aim of its choreography was to connect different disciplines from within the arts. In addition, a number of side events also took place over the course of the whole week, making Prague come alive with design and fashion.
The catwalk shows introduced the work of meticulously selected designs from various Bata design studios, which revealed their current, next-season collections for the first time. The BFW also introduced the work of meticulously selected young designers from the prestigious Academy of Arts, Architecture & Design in Prague. The young designers also had the opportunity to showcase they work and participate in the Young Designer Competition.
An awards ceremony, to reveal the winners of the competition was also attended by significant personalities of cultural and social life, including Libena Rochova, head of the Fashion and Footwear Design Studio of the Academy of Arts, Architecture and Design in Prague, and Tonya Graves, a popular singer and ambassador of the new “Me & Comfortable with it” manifesto.
Jana Barbati Chadová, global marketing manager for Bata the Brand, commented: “We created Bata Fashion Weekend with all our passion and heart. And I would like to thank the whole team, internal and external, for the great job done. Our objective was very clear from the beginning. To express the essence of our brand and its transformation to the public, to our audience. To surprise people and to create an impact. To show clearly that Bata is a credible player when it comes to design, fashion and style. To prove that our brand can indeed be cool. And to be pretty much comfortable with it.”
Thomas A. Bata added: "Style. Excitement. Openness. Empowerment. These four words sum up perfectly how we feel about the event. Not only did it allow us to link our beautiful heritage with our dynamic reality, it allowed us to surprise our customers and followers by showing them the exciting products that they can find at Bata, as well as the incredible talent that goes behind it. I am very proud that we have been able to empower young designers and share this great story with everyone through the Bata Fashion Weekend. See you there next year!"