MELITTA BAUMEISTER AW24 COLLECTION RELEASE
Today, in a snowy New York City, Melitta Baumeister gathers people digitally to watch the Autumn Winter Collection 2024. By opting for a digital release, Baumeister emphasizes accessibility and inclusivity, allowing a global audience to experience her collection without limitations of crowd or location, focusing on a sustainable presentation and growth of the brand.
The video work reflects TikTok's digital landscape, blurring the lines between reality and performance. Showcasing the collection in a format of short film content emphasizing the diversity of the digital. Baumeister's embrace of body diversity in her cast and inclusivity in the shapes of her garments reinforces her commitment to inclusivity and representation.