Yesterday, in the midst of Paris fashion week madness, Neith Nyer was hosting a very particular show. It was destined to be shown directly online, on Instagram, where thousands of avid followers could pretend to sit front row. It did not come as much of a surprise for a designer who likes to break the rules and remove himself from the typical fashion circuit. A collection that is born online and that inevitably takes cues from an over-connected generation. One may wonder why you would put together a runway show with no audience, only the accidental passers-by and the Neith Nyer team. At the end, only a perfect snapshot of each look remains on the brand’s Instagram but is that enough? At a time where the audience often views a show through its phone’s camera lens, all they need is a photograph telling the story. Why bother with a human contact?

Street-cast models roamed the streets of Paris in deconstructed garments with shiny iridescent fabric and cotton candy tulle. Flirting with tackiness is a favorite of Francisco Terra who manages to create his own aesthetic: a mix between a child, a Japanese pop star and an angry goth teen. If you stir that all up you get to access the weird and magical world of Neith Nyer. To complete the fun looks, Florence Tétier was once again on board to provide intricate jewellery and accessories. Take a look at our backstage photos below:

All photos by Guillaume Barrau.