Tom Ford has taken over some of the world’s most famous out of home advertising screens for the first transatlantic live stream presented by the luxury fashion label from Milan Fashion Week.

For 30 minutes, its Fall/Winter Womenswear 2024-2025 collection took centre stage on London’s Piccadilly Lights, the Nasdaq Tower and MiFi in Times Square, New York and The Moxy in Los Angeles.

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The takeover was a collaboration between digital out-of-home (DOOH) partners Ocean Outdoor and Branded Cities who operate The United DOOH network.

As part of the partnership, wider OOH activations featured images from the label’s beauty collection.

Ocean Outdoor Chief Revenue Officer Nick Shaw said: “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.”

Branded Cities Chief Revenue Officer, Denise Levine, added: “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?”