Luxury fashion brand Tom Ford has launched the first ever transatlantic live stream presented from Milan Fashion Week.

The four screen simulcast was a collaboration between digital outdoor partners Ocean Outdoor and Branded Cities which operate a super-premium digital out of home (DOOH) network entitled ‘The United’.

The network has created an immersive approach to fashion advertising bringing the catwalk directly to consumers. For half an hour Tom Ford’s Fall/Winter Womenswear 2024-2025 collection took centre stage in three cities, the runway show appearing on London’s Piccadilly Lights, the Nasdaq Tower and MiFi in Times Square, New York and The Moxy in Los Angeles.

Tom Ford’s collection featured military-style tailoring, gowns and catsuits; the monochrome catwalk beamed live to out of home locations.

Digital out of home activations featured images from the label’s beauty collection.

Nick Shaw, Chief Revenue Officer at Ocean Outdoor, explained: “No other combination of outdoor screens can replicate the fame of The United. Tom Ford’s domination demonstrates the power of OOH to deliver brand saliency at scale.”

“The United is the ideal canvas for luxury brands looking to make waves on both sides of the Atlantic. Iconic OOH lends itself to the spectacular, and what is more spectacular than a Tom Ford fashion show from Milan being broadcast live in the heart of London, New York and Los Angeles?,” added  Denise Levine, chief revenue officer of Branded Cities.