What comes to mind first when you think of fashion weeks? About majestic shows and unforgettable collections? About designers and models? Or maybe with venues and music? All these are integral parts of a large and painstaking process in which everything counts, from the accent line on the collar of the jacket to the light falling on the models on the runway.
However, a small but important detail manages to escape everyone’s attention. We’re talking cherished invitations to shows that millions dream of, but only a few receive. If you think these are simply sheets of paper in an envelope, we’ll gladly change your mind.
Every year, brand teams pay more and more attention to sending invitations to the show. And this is not surprising given that we live in the age of social networks. The more “photogenic” your product (or, in this case, the invitation) is, the more likely it is to make it into the feed. But of course, the issue is not just in total digital addiction. The invitation to the show becomes an independent art object, often produced in limited editions. Thus, the value of counterfeit money or playing cards skyrocket. Today we invite you to plunge into the wonderful world of fashion and take a closer look at 12 show invitations.
Maison Martin Margiela SS90
In the fall of 1989, Martin Margiela presented the spring-summer 1990 collection. The show took place on the outskirts of Paris, in a pavilion used by the residents as a playground. As the author conceived, the guys played far from the last role in the performance. In the first place, it was they who took the coveted places in the front row. Secondly, they were allowed to do whatever they wanted – they ran around and grabbed the models by the arms and laughed out loud. Third, it was the children who were tasked with making invitations to the show. The result was 500 uniques drawn on cardboard pictures.
Hermes SS96
In 1995, Paris suffered a series of horrific terrorist attacks in which more than 200 people died. Following this, security measures were tightened across France. Careful checks touched Fashion Week in Paris. That’s why the Hermès brand team sent a transparent version of the iconic Hermès Kelly bag as an invitation to the show. This was done to help guests pass through many security checkpoints with ease.
John Galliano Fall 2009
The fashion industry’s chief hooligan, John Galliano, decided to approach the Fall 2009 collection show with a special passion. Literally. As invitations, he sent playing cards with the date, time, and location of the show to friends of the brand and people in the industry.
Maison Margiela Fall 2012
Well, who didn’t love to play with laser pointers as a kid? A real guilty pleasure, not just for hooligans. That’s why, a few weeks before the Maison Margiela Fall 2012 fashion show, fashionistas, editors, and buyers received mysterious white envelopes containing the coveted laser pointer only. By clicking the button, you can see all the necessary information about the upcoming show. By the way, a few years ago the guests of the Vetements show received exactly the same invitation. It was not stolen, but, as they say, inspired.
Kurur Van Noten SS 2015
Dries Van Noten drew inspiration from British artist John Everett Millais’ painting Ophelia and William Shakespeare’s comedy A Midsummer Night’s Dream when creating its 2015 spring-summer collection. Therefore, the connection of the collection with nature is felt not only through the images, but also through the podium itself, covered with real moss. By the way, the invitation also reflected the concept of the show – the guests were given a transparent box with greenery.
Jacquemus Fall 2019
Simon Port Jacquemus always knew how to attract the attention of the entire fashion community with simple and seemingly banal things. For example, a few weeks ago he sent a small box of popcorn to the brand’s friends as an invitation to the opening of a new boutique. But in 2019, for the show of his fall-winter 2019 collection, Jacquemus sent postcards and fresh bread wrapped in a cotton towel. And not just like that – the collection made reference to the rural life of the French city of Montpellier and the workwear of bakers and farmers.
Veterinarians SS20
The shocking brand of Demna Gvasalia Vetements showed itself not only in collections and advertising campaigns, but also in invitations to shows. For example, in the fall of 2019, friends of the brand bought “mysterious” pink and black condoms with the location, date and time of the show on the back.
Louis Vuitton Fall 2020
This invitation is considered one of the most memorable of the fall-winter 2020 season. The creative director of Louis Vuitton and his team sent the guests an extraordinary watch with the brand’s monograms instead of numbers. But that’s not all. The hands of this watch moved in the opposite direction. “The invitation is literally a time frame. I reprogrammed the clock to run backwards. This is metaphor. They say a broken clock is right twice a day,” the designer said in a message.
Loewe SS21
A series of fashion weeks dedicated to the spring-summer 2021 collections has reached the zenith of the pandemic, where all social events are banned and people are forced to stay at home. This situation also affected the shows of fashion brands that had to switch to the online format for a while. But who said invitations don’t have to be sent? For example, Loewe creative director Jonathan Anderson sent guests an actual stationery set. In each box the buyer can find brushes, scissors, tool bags, hot melt adhesive powder for fabric and leather, and life-size posters from the new collection. All to feel the atmosphere of the show and even participate in it.
Fendi SS21
What is impossible to imagine Italy without? That’s right, no pasta. It seems that the Fendi team thought exactly about this and sent a package of pasta made in the form of the brand’s monogram to the influential people of the industry. Curious about the taste of Fendi pasta?
Balenciaga Autumn 2022
Invitations to Balenciaga shows are a separate art form. Before the show of the Spring-Summer 2023 collection, guests were given a “lost” wallet with fake documents, rights, checks, business cards and even money. And six months ago, the Balenciaga team sent broken iPhones to friends of the brand with their name, time, and location on them.
Diesel SS23
Glenn Martens knows very well how to attract the attention of the entire fashion community to new collections and, of course, fashion shows. This time, guests were given a glass sex toy as an invitation to the show.
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Source: People Talk
Richard Stock is an author at “The Fashion Vibes”. He is a lifestyle expert who provides readers with the latest news and trends in the world of fashion, beauty, food, and travel. With a sharp eye for detail and a passion for writing, Richard offers unique insights and perspectives on the topics he covers.
