Buena Vista Fashion Show Benefits St. Jude Hospital
Looking to generate awareness and interest in the DVD release of Miramax’s Oscar-winning Chicago, Paradigm Shift took a quick time-out from its usual unusual press events to spin a charity fashion show that was as much about the community as it was about the movie.
Buena Vista recruited the St. Jude Children’s Research Hospital as the beneficiary of a Runway for Life Chicago-themed fundraiser fashion show. Working with designers Robert Ellis and Hugo Boss, celebrity models (including Jennifer Aniston, Ray Romano, and Cybil Shephard), dancers, and actors were pulled together for a bigger-than-life Broadway-style fashion show. Segments were tied together using original choreography from the movie as videos streamed against the back wall.
It was a night well spent, with $2 million raised for St. Jude; media coverage in such pubs as USA Today, People, and Us; and word of the DVD release leaked in a big way.