At New York Fashion Week (or any other high profile fashion event for that matter) you know more or less what’s in store. The format has been around longer than anyone can remember; designer employs collection of beautiful people to strut his/her beautiful new collection up and down runway. It’s an unimaginative setup that has become tedious for even the most fervent fashionistas.

This year Opening Ceremony have opted to present their Spring/Summer 2015 collection in a far more memorable way. 100% Lost Cotton is a 45 minute, one act play, co-written by Spike Jonze and Jonah Hill and directed by Jonze, showcasing Opening Ceremony’s new range. On Sunday night at the Metropolitan Opera House a star studded cast including Bobby Cannavale, Catherine Keener, Elle Fanning, Rashida Jones and John Cameron Mitchell got into character for a satirical take on catwalk culture, with Mitchell and Keener’s caricatures of Opening Ceremony founders Humberto Leon and Carol Lim resounding highlights.

Hyper-critical industry insiders may argue that this perhaps wasn’t the most efficient way to showcase the clothes but in actual fact each new ‘look’ was afforded more time on stage this way than it would have had on the catwalk.

What makes the project even more memorable (at least for those who where there) was the fact that all phones had to be turned off, photos were not permitted and everyone sat quietly for the duration of the play.