Chris Kelly started Theatre De La Mode in 2007. He started by showing his clothing on miniature scale dolls which were animal themed. The collection, Willows, was a new way of showing fashion designs. Theatre De La Mode also have done promotional videos for all of their collections which are in place of the typical runway show. At the time, promotional videos for fashion wasn't really heard of and was seen as new and exciting, also the way they presented their first collection, got them a lot of recognition throughout the fashion industry. However now 2 years later there is more of an emphasis on interactive forms of communication, videos have become a regular aspect of fashion marketing. Chris Kelly found a new way of communicating his work which got him noticed, so I need to embrace the newer interactive areas to create a more exciting end result.
