With the presentation of their spring summer 2013 collection ‘Bourgeoisie’ at Copenhagen Fashion Week, Soulland engaged in a new take on the classic fashion show. By using smartphone technology, Soulland offered their guests the possibility to walk the catwalk themselves, viewing the new collection close-up, and at the same time experiencing the classic catwalk online. Silas Adler, the brand’s founder, commented on this innovative tactic: ”We are thinking outside the box and we are going to add a new dimension to how a fashion show also can be from this point forward.  We are using social medias and technology as a new tool and we are not afraid to take the step and give an example of how to use unprecedented technologies. It is clear that it will be a challenge to engage people. We have chosen to take this challenge”