by Amanda Greenberg, Marketing Coordinator
Events have become more than simply celebrations — from high-end brands and celebrities to up and coming retailers, designers across the globe are using events as marketing tactics to promote their new lines, products, and success.
Frequent planner to many beloved fashion brands, Jessica Fels of Jessica Fels Event Production said it best — “In a climate that is so extremely saturated, events allow brands to stand out amongst the competition and remind consumers who they are, shaping memories that will hopefully turn into social media, maybe a bounce back to retail and ultimately ROI.”
With branded backdrops, influencer-filled guest lists, and experiential elements, these 11 fashion brand events show why it pays to party.
Hermès wowed guests — as always — this time on a more intimate scale for the opening of their Orlando retail store. Foliage and fresh greenery evoked the lush sunshine state as it dripped off the ceiling, hovering just above sleek, glossy black tables. The event décor resembled the clothing line’s sophisticated-chic style, with classic candle-lined tablescapes adorned by puffs of greenery and modest pops of color in the place settings. Food was served in high fashion, of course, including decadent appetizers plated inside egg shells.
photographer: MacBeth Studios | planner: Jessica Fels Event Production & Design | florals: Roses et Pivoines | venue: Mall at Millennia | catering: Creative Edge Parties | rentals: Lavish Event Rentals, Great Hire Ltd
It’s no secret that lululemon turned the yoga world upside down by introducing “athleisure” — the cool and flattering alternative to your old gym shorts — but now the brand is taking it a step further. The largest lululemon in the world recently opened in Lincoln Park, Chicago, and you can do much more than shop there. With yoga studios, locker rooms, and even a wellness cafe, there were certainly plenty of reasons to celebrate the brand’s new chapter. The launch party was as epic as you’d expect, with a display of fresh greenery taking the shape of the infamous lululemon logo, a living champagne wall with #thesweatlife branding, a plant-inspired DJ booth and light bites that looked as good as everyone does in their Wunder Under leggings.
When Victoria’s Secret throws down you know the celebration is going to be feminine, flirty — and filled with the brand’s signature pink hue. The ‘Girl’s Night In’ party theme paired perfectly with racks of comfortable Victoria’s Secret bralettes, youthful robes and silky pajamas. A floral-adorned photo booth backdrop was Angel approved, with Romee Strijd and Josephine Skriver posing for candid photos before heading over to the soirée’s plush pink manicure stations. Planner Jessica Fels described the motive behind the event’s theme and setting, which was produced with the goal to “immerse ourselves in what the guest will experience and what they will think is unique, different, and silly as it sounds, cool enough to want to share.”
A brand so nice we’re mentioning it twice. Guests are bound to have high expectations when invited to a high-end brand’s city launch, and Hermès’ urban-chic fashion event did not disappoint. Metal hangers turned LED-lights glowed from the ceiling, lighting the way to the event’s festivities. Interactive elements and innovative displays made this a showcase like no other. Watches were presented in wall clocks, luxury gloves were held up by floating mannequin hands, men’s gymware was modeled on moving treadmills — and what better way to show off every angle of new designer shoes than by suspending them from the ceiling?
Lulus is a millennial-facing brand filled with Instagrammable outfits for every occasion — so it’s only fitting they threw a picture-perfect influencer party. The poolside soirée featured a chic summer palette, with a branded floral cart and fresh fruit wall — the perfect Instagram backdrops — custom pool floats, throw pillows and signage. Party goers wore matching sets, dresses, and more from the online store, while posing with their gifted straw tote bags — an on-brand party favor.
If we could turn back time we’d join this decked out pajama party hosted by Stitch Fix Kids — an online styler that hand picks clothes to fit your size and taste. The brand played up their convenience factor, incorporating signage reading “Take a load off Momma,” and balloon installations coming out of the company’s symbolic shipping packages. While kids watched a magic show in a space-themed room, parents enjoyed themselves at the branded soda bar, with passed apps that brought them back to their youth — we’re talking dino chicken nuggets and jelly bean trays. A cotton candy bar, temporary tattoo station and lunch box party favors all added to the wonder-ful fun.
If you follow Bachelor Nation, by now you’ve heard the phrase “Shop Fletch.” Fan-favorite Jojo Fletcher from Season 12 of The Bachelorette recently ventured into the fashion world, launching her line of casual and cute women’s clothing — and is bringing it across the country with a series of perfectly-branded pop-up shops. Guests loved the Chicago store, which transformed a raw space into a temporary Instagram oasis with floral walls, balloon installations, neon signage, and more. Small bites and passed apps added to the fun as attendees posed for pics, shopped summer apparel, and got the chance to meet The Bachelorette star and her fiancé Jordan Rogers.
Every fashion fanatic dreams of owning a pair of the notorious red bottom Christian Louboutin shoes, but what we didn’t know we needed was a red bottom party to go with them. The iconic designer brand paired up with Pernod Ricard beverages to throw an unforgettable after party, and the details are as fashion-forward as you’d expect. The season’s newest red sole running shoes floated atop translucent pedestals, accentuated by vibrant red lighting and the event’s signature drink “Loubi On The Run.” Passed apps were served on modern red plates, which matched the sleek DJ booth and bright color-blocked floor — if only we were invited.
photographer: Phillip Van Nostrand Photography
Did you know you can drop off your Rent The Runway clothes at select WeWork offices? You do now, thanks to the WeWork X Rent The Runway party in honor of the duo’s new partnership. Select models wore jackets that un-coincidentally matched the patterned photo backdrops, while bartenders and servers wore branded shirts reading “I have everything to wear” — a tribute to the beloved fashion service’s catchphrase. The soirée was filled with branded décor, including a wall of greenery adorned signage and take-home tote bags.
photographer: Phillip Van Nostrand Photography | venue: WeWork
As one of the world’s top fashion designers, Oscar de la Renta never ceases to amaze us — even when it comes to events. The décor itself resembled the label’s infamous evening wear, with feminine hues, modern structures and a touch of whimsy through shape and light. In tune with the brand’s luxurious style, the evening was perfectly curated down to the last detail, with plate patterns seamlessly accentuating the label’s dresses pictured at each place setting. The entrance was branded with his famous quote “I want people to love it or hate it” — and we certainly love this celebration.
Nothing says Nike Air like an over-the-top balloon installation. This pop-up event celebrated the most followed brand on Instagram’s new product with an influencer-filled event and photogenic backdrops. The new women’s Nike Vapormax sneakers were elevated in front of metallic balloons, while blush details added a feminine touch to the setting — next time, we’re ‘sneak’ing in.
planner: MKTG Chicago | décor: Luft Balloons
This launch party was designed completely after a shoe, but not just any shoe — the palette modeled Adidas‘ new Night Jogger. From the lighting to the DJ booth and even the DJ’s outfit, black and blood orange transformed this raw space into a moody urban dusk. Contrasting with your average athletic shoes, these sneakers were made for after dark, enabling party goers and night dwellers to simultaneously look good and feel comfortable — and this popping party was the perfect place to test them out.
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