The previous world record stood at 2.6km, established last year at Antwerp.
The event, held at Sydney’s Darling Harbour, was attended by hundreds as it wound through some of Sydney's popular tourist sites and was filmed by TV stations. Fashion bloggers and Ecco customers walked the catwalk instead of professional models.
The goal for UM and sister branded entertainment agency Ensemble, was to demonstrate that Ecco's shoes could be both stylish and comfortable. The event will also launch a new range of Ecco shoes, the Sculptured 65.
This isn't the first time Ecco has set a world record for the longest fashion catwalk. In 2010, the brand set the record at 1.6km during Copenhagen Fashion Week in Denmark.
“This campaign is very different to the standard marketing in the shoe category—and that’s the beauty of it," said Kerry Boys, communications director at UM Sydney. She added that the agency believed it to be an impactful and compelling way to prove Ecco's brand promise.
The event was also supported by an extensive online and magazine campaign.
