11.13.13 | Muscatine, IA | In October, Allsteel Inc. partnered with Gensler, Maharam and Philips for the 15th Annual IIDA Fashion Show, which took place at the Boston Convention Center. The theme for this year’s show was “XV: Aged to Perfection” and the Gensler entry was based around Queen’s 15 Epic Albums drawing inspiration from iconic Queen lead singer, Freddie Mercury. Allsteel’s product components were completely transformed and incorporated within fashions the Gensler models wore as they strutted down the runway in front of 1,300 guests.

Mesh from Allsteel’s Clarity chair was shredded and made into wigs for three of the band members. The Allsteel Relate chair foot ring served as the stand up microphone base stand and the top and bottom of the drum structure. Top trim from the Stride system was used as guitar necks and Stride linear pulls were used as frets on the guitar necks. This innovative collaboration between furniture components and fashion resulted in Allsteel, Gensler, Maharam and Philips walking away with two awards – Most Ready to Wear and People’s Choice.

All design firms involved in the show typically team up with anywhere from one to three industry partners to support their efforts. Products must be used in the construction of the apparel in some way.