Edwards Harvey used the power of YouTube to promote a ‘Summer Party’ fashion show at Maidstone’s Fremlin Walk.

Inspired by the event’s party theme, the agency devised, filmed and uploaded its own dance routine to the leading video sharing website and invited shoppers to join in with a performance at the end of the catwalk show.

The agency teamed up with dancers from the Kent School of Dance for the filming and promoted the event through the local press, encouraging the public to visit YouTube and learn the moves.

On the day of the event more than 50 people rose to the challenge and took part in the flash mob finale routine, which was also filmed by Edwards Harvey and uploaded to YouTube.

Both videos have proved a huge hit, attracting almost 900 viewings to date. To watch, visit http://www.youtube.com/watch?v=9Mr7-kbk-l0&feature=fvw and http://www.youtube.com/watch?v=i-wCKTqT89g

The fashion show was one of three events that the consultancy has been commissioned to present in 2009 to offer visitors free fashion inspiration and advice on this year’s must-have looks.